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In today’s digital world, consumers have almost unlimited choices when it comes to media. Consumers are taking advantage of these choices and even choosing to co-create media and advertising. While this new personalization of media is strong and growing, it doesn’t mean that consumers are ending their relationship with mass media. Today’s consumer is more likely to talk back and also more interested in deeper, more personal, more engaged relationships with content.
This annual symposium sheds light on the move from measuring gross audiences to measuring these more complex forms of media engagement while addressing the new world of personalized, co-created media, how to measure it and its implications for marketers, agencies, media and research companies.
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