Audience Tracking Troubles

I recently listened to a podcast on AdAge called "Audience Tracking Issues in a Time of Media Upheaval". It was an interview with MediaWorks Editor AnnMarie Kerwin, and she had a lot of very interesting things to say.




With the trends in media watching moving more towards interactive watching through downloads on cell phones, computers, TiVo's, etc, there are some difficulties in measuring audiences. This is causing a need to develop new ways to track who is watching what media. A lot of different ways of doing so are being developed today as these new forms of media continue to grow in popularity.

Because people are becoming more engaged with their media use, there is definitely the potential for advertising to become stronger. However, the industry will be chaotic for a period of time while we figure out how to adapt to these new methods.

I found this interview interesting because these changes will definitely have a large impact on the use of product placement. Without a doubt, there will be an increase in the use of product placement as well as developments in how it is done in order to adapt to the changing industry. It will be very interesting to see how everything takes place in the near future!