Arena and CSA implement "People Measurement", their commitment to cross-media measurement

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Media agency Arena Media and CSA , a unit specializing in measurement, data and technology at Havas Media Network , in collaboration with Smartme Analytics, have implemented the cross-media measurement “People Measurement” in “PKM”, the Estrella Damm campaign starring Bad Gyal .”

The implementation of this measurement is motivated by the current media landscape in which audiences are hyper-fragmented across a wide variety of devices and with a wide variety of jiangxi mobile phone numbers database advertising formats , which makes generating positive brand impact and subsequent recall a difficult task for brands. In addition, traditional media measurement is highly departmentalized in silos and there are gaps in the measurement of “new media”.

With the launch of the cross-media measurement "People Measurement", Arena Media and CSA are committed to understanding the consumer and their relationship with brands through the media, from a unified 360° perspective , in order to maximize the effectiveness and efficiency of the impact of communications .

People Measurement is a cutting-edge type of measurement that is characterized by using a single source that captures the entire consumer journey, from the multimedia impact to its effect on the brand and business. In this way, a unified and global view is obtained for the first time, both for online and offline media . All this, from a passive, non-intrusive measurement that is also respectful of user privacy.