10/23/07
Advertisers in China are Brave, Pragmatic
Do advertisers care if media is independently rated?
Yes, but not to the point of sacrificing a campaign. AMC's recent media industry concept test finds that advertisers are more cautious with unrated media, such as outdoor or most print titles, leading vendors to rely on discounting. On the positive side, none of the advertisers we interviewed said they would avoid unrated media altogether - for the right price, almost any space can be sold. More good news for vendors: once ratings are introduced, trust rises, media owners can defend prices and most advertisers expect to pay more for ad space.
Cross Media Ratings in 2008
Following strong demand from media planners and users, AMC will accelerate its introduction of cross media ratings. These will cover all above-the-line media channels as well as many below the line. AMC is the first company to offer cross media reach and frequency data.
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Advertising and Media
• Making Ads that Work in China (½ day)
• Get Best Value from TV Media (½ day)
• Tracking Advertising and Brands (1 day)
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