I have been describing the need for a new media anthropology for the past year or so. Advertisers and agencies need to feel confident about exactly how people are using media. There is a great deal of complexity in all of this; and agency people are infamously allergic to complexity. We're going to have to get over that. Prediction: Agencies will embrace complexity and drive value for clients by absorbing media complexity and translating it into effective integrated marketing communications. (Or go home!)
IN WHAT IS LIKELY THE most ambitious ethnographic study ever observing how people actually consume media, Nielsen Media Research is funding a highly regarded academic research group with $3.5 million to follow hundreds of people around to see how they use both traditional and emerging video platforms inside and outside their homes.MediaPost Publications - Nielsen Funds Most Ambitious Ethnographic Study Ever, Will Benchmark How People Actually Use Media - 02/25/2008
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