The ESOMAR World Research Conference is being held in Shanghai from June 4-7, 2006. The Conference, which will see discussions on the challenges of Multimedia Measurement, is being held in co-operation with World Federation of Advertisers. Sam Balsara, Chairman and Managing Director, Madison Communications, has been invited to deliver the keynote speech on June 5, 2006.
A high profile programme committee that includes the likes of Bernhard Glock, Manager, Global Media & Communication, P&G International Operation and Giovanni Fabris, VP International Media Director, McDonalds International, has put together a rich and varied programme with speakers from around the world. The conference is being attended by 210 delegates from among advertisers, media, ad and research agencies from 40 countries.
In his keynote address, Balsara is expected to talk on challenges before the global community in the area of multimedia measurement and propose a new metric based on which the advertiser and agency community should pay for TV time.
The new metric, he argued, “should reward those sellers who provide a more conducive environment for the exposure or ‘sent message’ to be ‘received’ and acted upon. And punish the seller that provides an environment that is not conducive for the message to be received or acted upon. The absence of this provides no incentive to the seller to price his product, based on what value the advertiser receives, rather than just exposure”.