(ACT) MediaAudit ataca PPM com o seu telemóvel

«As their system is being tested in England, the Media Audit is now requesting permission from Houston radio station owners to encode their signals in order to conduct a test of their Smart Cell Phone system of electronic media measurement.»

Mais: «Radio One Houston properties are the first Houston stations to agree to encode their signals as part of a series of tests The Media Audit will be conducting with its Smart Cell Phone media monitor (...). Abernethy said, "It is well recognized that the radio industry needs to move to an electronic measurement. I appreciate the efforts that Arbitron has put into testing its proposed solution. At the same time, we need more information and more ways to sell the advertising strengths of radio. The Media Audit/Ipsos solution addresses this need for more information as it includes multiple media platforms as well as retail information. I am encouraged with The Media Audit/Ipsos Smart Cell Phone solution as it addresses many concerns that we and others in the industry share about the potential flaws in electronic measurement." (Radio Ink, «Radio One Agrees To Encode Houston Stations For Smart Cell Phone Media Measurement Testing»).

Why Smart Cell Phones are a Better Media Measuring Device

The cell phone is an integral part of people's daily lives, which makes it the ideal mode for passively monitoring activities from media exposure to retail activity. Our proposed passive measurement system incorporates the latest technology into smart phones for measuring radio, television, radio and television streaming via the internet, cable, satellite television, billboards and other out-of-home media.

Cell phones are a part of our culture. We take them everywhere we go. A popular online web site notes, "With high levels of mobile telephone penetration, a mobile culture has evolved, where the cell phone becomes a key social tool." Cell phones have been adopted faster than any other consumer product or service from its inception to its penetration in the market. In less than twenty years, mobile phones have gone from being rare and expensive pieces of equipment used by businesses to a pervasive low-cost personal item.

Over the past ten years, the number of Americans carrying a cell phone has increased by 500 percent for an estimated 200 million people. Based on this estimate, 70% of Americans have a cell phone. In addition, a recent NPD survey shows Smart Phone penetration up seven percent during the third quarter of 2005.

Using a smart phone that carries specially developed software from Ipsos, this solution offers a number of unique advantages over other proposed media measurement devices:

- The cell phone is a familiar device. It is more likely that respondents will carry around a cell phone than other types of proposed meter devices.
- Smart Phones can continue to monitor media exposure in places where users would be required to turn their cell phones off. Users can put them on "quiet mode" wherein the phone won't ring but can be used for other functions that includes the ability to monitor media exposure. The "always on" feature will result in greater accuracy in the data.
- Finally, cell phones are gaining use for playing music, audio and video downloading, playing interactive games, and even conducting credit card transactions.
- Continuing advances in cell phone technology and increases in usage underscores why The Media Audit/Ipsos Smart Phone will be able to measure radio audiences that a pager type meter will not be able to measure.» (fonte: Radio Marketing Nexus, Audience Measurement by Smart Phone?, Posted by Mark Ramsey on February 23, 2006)