Another Agency Agrees To Review Smart Cell Phone Test Results
April 20, 2006 at 4:49 PM (PT)
HOUSTON ad agency BRIVICMEDIA has signed up to participate in a review of the Smart Cell Phone test results from THE MEDIA AUDIT/IPSOS' MAY studies.
In making the announcement, THE MEDIA AUDIT Pres. BOB JORDAN said, "We're moving fast and we're on schedule to start testing the Smart Cell Phone technology and methodology in a few short weeks. It is critically important that advertisers and agencies are involved in the development of our proposed ratings currency. While ratings are the life blood of the medium, it is the $21 billion that advertisers and their agencies are investing in radio that underscores the need for an audience measurement system that will enable them to see the additional strengths that radio will add to a multi-media mix across other media platforms."