Wal-Mart Signs Up For Arbitron And VNU's Project Apollo
October 26, 2006 at 10:27 AM (PT)
ARBITRON and VNU announced today that WAL-MART STORES INC. has signed a subscription agreement for the pilot panel of "PROJECT APOLLO," a national research service that shows consumer exposure to advertising on multiple media and their shopping/purchase behavior. WAL-MART is also joining the PROJECT APOLLO STEERING COMMITTEE to advise ARBITRON and VNU on the design of the PROJECT APOLLO service.
"We are looking to PROJECT APOLLO as an innovative research service that will help us understand how multiple touchpoints of our media strategies work, including traditional vehicles and obviously our own store communication touchpoints," said WAL-MART Director of Communication Insights RAMON PORTILLA. "We want to tap into PROJECT APOLLO’s ability to help us reach consumers with more relevant messages through the ROI optimization of our unique touchpoints, to ultimately improve shopping experiences and sales results."
ARBITRON PORTABLE PEOPLE METER New Product Development EVP LINDA DUPREE said, "Thanks to WAL-MART’s participation on the STEERING COMMITTEE, we expect we will be better able to develop PROJECT APOLLO into an even more valuable and robust single-source research service. WAL-MART will be able to provide unique insights into the role that retailers play in process of consumer marketing."
"Our goal is to make PROJECT APOLLO an indispensable tool for improving the return on investment that marketers would make on their advertising dollars," said NIELSEN MEDIA RESEARCH.Chairman JOHN DIMLING. "With WAL-MART STORES on board, we will have an additional perspective on how PROJECT APOLLO can enhance the visibility and credibility of advertising as a primary marketing tool."