What Company is Offering:
IMMI has created a new integrated media measurement system that links media exposure to consumer action. Using a digital monitoring system based on open-architecture cell phones, IMMI tracks media 24/7—including media that other research companies can't accurately measure.
How It Works:
IMMI offers the highest-quality data and analysis to advertisers and broadcasters by focusing on two key areas.IMMI solves key methodological problems associated with most existing media research:
Comprehensive tracking of all media, not just a single source.
Unobtrusive and totally passive data collection. There's no need for any activity that might alter panel members behavior, or for special encoding by media providers.
Cell phone based data collection. IMMI uses off-the-shelf hardware that research panel members already know how to operate.
Real-time reports with detailed demographics that get to individual behavior, not just group averages.
IMMI connects advertising to consumer behavior more directly and more accurately than any other service and answers these key questions:
How many people are actually watching my network, including outside the home and using time-shifting devices?
How many people actually see my commercial?
How effective is my advertising?
Where and when should I advertise?
Did my local ads and promos run, and when?
What songs cause radio listeners to change stations?
What programming causes TV viewers to change channels?
How can I measure new media audiences that are not accurately measured today?
How Much They Got From VCs:
Integrated Media Measurement is provider of data and analytics to media companies and advertisers, has raised $25 million in Series C funding. Kantar Media Research, the media research division of WPP Group, led the deal, and was joined by return backers Draper fisher Jurvetson and Advanced Technology Ventures. The company had previously raised around $15 million.
More at:www.immi.com.
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