“MTV Puts New Advertising ROI Metrics Into Rotation”
In the June 29 edition of Brandweek Magazine, Booz & Company Partner Chris Vollmer (North America) is quoted in an article that explores how the cable network is offering advertisers a new system that quantifies their media spends. According to Vollmer, the concept is a direction that other large media companies should explore. “Media companies sit on top of so much information (on) what resonates with the consumer,” he said. “They are creating and aggregating audiences every day, and they are in a better position to help marketers.”