Monday, December 28, 2009

Media to evolve with scientific approach

In a year-end special report predicting the outlook for media in 2010, Nielsen has forecast a sustainable growth for the sector based on new technology.

With 2009 casting the gloomiest of clouds, with slashed budgets and revised strategies to address the new reality, industry professionals believe that media will evolve and emerge with more scientific approach and accountable strategies, said the report.

It asserted that the lessons learned during recession will likely pay-off in the year ahead. For example, the report said, advertisers have started to look at the need for accountability metrics beyond the simple "click-through" and on to campaign-specific performance. They have also started to embrace burgeoning social networks and consumer-generated media to bring consumers closer to a product or brand.

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