Ford's Mark Kaline Says "PPM Is A Significant Advancement And Adds Credibility"
March 15, 2006 at 11:13 AM (PT)
FORD MOTOR COMPANY Global Media Manager MARK KALINE was the opening keynote speaker this morning (3/15) at the first-ever RADIO ADVERTISING BUREAU (RAB) NEW YORK SUMMIT entitled, "NEW RULES FOR RADIO: WHAT’S THE FREQUENCY."
KALINE's powerpoint slideshow titled, "ACTIVATE PPM" endorsed ARBITRON's PORTABLE PEOPLE METER (PPM) by saying:
PPM is a significant advancement and adds credibility
Radio cannot afford to wait for the perfect solution
Industry will never catch up if it does not act now
The right device is only part of the challenge, backing it up with good research techniques and the MRC accreditation is a must
HD will multiply the need.
Following yesterday's ARBITRON PPM rollout announcement in the Top 50 markets, ARBITRON SVP/U.S. Media CAROL HANLEY had this to say this morning at the RAB one-day summit:
"The shift into electronic measurement will provide radio with more timely, robust and actionable data," said HANLEY. "That will translate into more money for the entire radio industry. PPM measurement will enable us to better determine the impact of advertising investments and assess we are addressing our clients full objectives.
More importantly, electronic measurement will provide programmers with compelling new insights to enhance radio-programming content. That all translates into more customer value, which translates into revenue growth."
HANELY noted three key rules emerging in radio today:
Radio will no longer lag behind other media on accountability.
Advertisers who never looked at the medium will now begin to consider it.
Radio will no longer be thought of as just a frequency medium -- it will be seen as a branding and reach medium.