- A Race Where No One Wants to Come in SecondSince the emergence of mass media, attempts to capture audience share have existed, pushed forward by both public and private organizations, seeking to engage their target markets. Broadcast audience measurement systems soon developed, utilizing scientific methodologies to gauge what audiences watch, how they respond and how their behaviors can be influenced.
- Elie Khouri, CEO of Omnicom Media Group MENA, Questions Regional Adspend Figures Released by IpsosAccording to Ipsos, total advertising spend across traditional media in all regional markets last year stood at $20.3 billion. A figure, it said, that represented a seven per cent drop on 2016. You could almost feel the disbelief in the air when those figures were published. How had Ipsos, a market research company with the admittedly tough task of measuring adspend, arrived at such implausible figures? It’s a question that Elie Khouri, chief executive of Omnicom Media Group, was one of the first to ask.
Do you still buy print publications?