IMMI IN THE MEDIA

Media Metrics: Back in its Prime

Media Magazine (Print Edition)
Published: May 2009, 2009

With many different media delivery platforms, how do consumers choose? The past year brought a number of studies suggesting that more and more consumers are using the Internet to view video content.
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Integrated Campaigns Worth Overcoming Hurdles

TVWeek
Published: April 29, 2009

The importance of running advertising campaigns both on television and on the Internet was underscored by a new survey that shows viewers spend a significant amount of time surfing the Web while watching primetime programming.
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Viewers Hit Web While Watching TV

Media Week
Published: April 22, 2009

The number of prime-time viewers who simultaneously go online while they watch TV more than doubles from Monday to Thursday night, leading a new study to conclude that marketers with the objective of driving Web traffic can benefit by boosting their TV ad spending later in the week.

That's according to San Mateo, Calif.-based research firm Integrated Media Measurement Inc.
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DVR users biggest viewers of online TV programming

Television Business Report
Published: February 25, 2009

A new study from Integrated Media Measurement Inc. (IMMI) overwhelmingly shows that DVR users are the highest consumers of online primetime television content. The report demonstrates that, because commercial advertising generally cannot be eliminated from online primetime television programming, this represents a huge opportunity for advertisers to reach audiences who would otherwise be skipping over their broadcast commercials, as well as an opportunity for the television networks to recoup some of the advertising revenue they are losing due to new technologies such as the DVR.
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30 Second Spot: Dispatches From the World of Media and Advertising

The Globe and Mail
Published: February 6, 2009

3A sad fact: Commercials have become an accepted part of the movie-going experience. Now a new study will help cement their presence in darkened auditoriums everywhere.

Research by Integrated Media Measurement suggests that cinema ads, when combined with TV ads, more than double the effectiveness of TV ads alone. (Thanks, guys.) Tracking the results of three ad campaigns for cable TV shows, researchers found that only 10.1 per cent of subjects exposed to a TV-only campaign watched the show's premiere, compared with 22.7 per cent for combined TV and cinema campaigns, according to MediaPost.com.
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The New Multi-Platform Campaign

ClickZ
Published: February 5, 2009

Watching the Super Bowl got me thinking (as marketers do) about the amount of time, money, and effort that goes into creating a spot worthy of such a high-profile arena. Post-game, I like to start tracking the way advertisers leverage their exposure. Do they launch a related campaign online, taking the already familiar creative into new territory? Does it get translated into a radio spot or transformed into a billboard ad?

Multi-platform or cross-media campaigns are common among many advertisers, particularly as studies continue to illustrate the relationship between watching television and surfing the Web. In 2002, one survey found simultaneous TV/Web usage to be around 13 percent among men and 8 percent for women (all aged 18 to 34).
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Female Media Multitaskers Outpace Males; Disparity Increases Over Time

Marketing VOX
Published: January 16, 2009

US women between ages 15 and 48 watch TV — and use an internet-connected computer simultaneously — an average of 17.5 minutes per day, compared with only 15.7 minutes of same-time TV and computer use for men, according to (pdf) data released by Integrated Media Measurement Inc. (IMMI), writes MarketingCharts.
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IMMI Names McKenna CEO

AdWeek
By Steve McClellan
Published: January 15, 2009

NEW YORK San Mateo, Calif., media research firm Integrated Media Measurement Inc. (IMMI) has appointed Bill McKenna president and CEO. He assumes CEO duties from Tom Zito, a co-founder of IMMI, who retains responsibilities as chairman of the firm.

McKenna previously served as CEO of WPP Group's Kantar Media Research North America and its KMR and Mediafax business units. In addition to his responsibilities at IMMI, McKenna retains the chairmanship at Mediafax, the Caribbean marketing and media research firm based in Puerto Rico that he founded in 1988 and which was subsequently acquired by Kantar.
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The Future of Television: By Any Means

CondeNast Portfolio
By Bryan Gardiner, for Wired.com
Published: January 12, 2009

Check out the TV cabinet in most U.S. living rooms and you'll find all the signs of a thriving industry: Giant new HD flat screens, digital cable boxes, DVRs, home theater systems, next generation game consoles, Blu-Ray DVD players.

But TV is actually dying.
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Ad Firm Tracks Consumers Across Media
Special Software in Cellphones Measures Customers' Exposure to Marketing on TV, Radio and Movies

Wall Street Journal
By Stephanie Kang
Published: October 14, 2008

For years, marketers measured the reach of their ads one medium at a time. For TV, it generally was Nielsen; for radio, Arbitron; newspapers and magazines report circulation figures; while the Internet shows hits and page views and other traffic data.

But there haven't been many ways to measure an ad campaign across all of these media at once.

A small media research company called Integrated Media Measurement is trying to bridge that research gap with a new technology that measures consumers' exposure to the audio in ads on television, radio, computers, mobile phones, DVDs and inside a movie theatre -- using a consumer's cellphone.

"People don't know how to measure the multimedia world we live in, so any piece of the puzzle is helpful," says Brad Bortner, principal analyst at Forrester Research.

To get a handle on the effectiveness of a given ad, IMMI's data can show, for example, when a panel member is exposed to a movie trailer on TV and whether that same consumer later goes to see the movie. Similarly, IMMI data can show if a panelist watching a promo for a TV program will later watch the show, either on TV or online. IMMI thinks it can expand that idea from films and TV shows to consumer products like shampoo or toothpaste. It is testing its technology with a national grocery store chain.
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