Mobium Creative Group counsels American Business Media to dump dated ROI measures

2002-11-19

Mobium Creative Group’s Gordon Hochhalter addressed over 100 top guns of the venerable American Business Media’s Top Management Conference in Chicago today with the message that the advertising industry’s ways of measuring ROI through reach, frequency and exposures is dated and no longer reflects viewer behavioral patterns.

Hochhalter observed that the industry’s golden standards for media planning and measurement were developed during the 1960’s and are no longer applicable to an audience inundated with a variety of exposures. “Today’s media world is continuous, networked and non-linear, representing a confusing cacophony of forms and elements that are controlled by customers and prospects, not marketers.” Many of these forms are used simultaneously by audience’s who multitask as a way of business life. This kind of emerging and growing media use is not recognized by any current planning or measurement techniques.

He called for new planning tools and measures based on outcomes, behaviors and results rather than delivery. Hochhalter counseled the business media company presidents and CEOs to leverage the franchise they have with their readers, viewers and advertisers across multiple media platforms that fit into their audience’s buying patterns.

To schedule an interview with Gordon Hochhalter of Mobium Creative Group, call Steve Lundin 312.527.7408.

About Mobium Creative Group
Mobium Creative Group is a full-service, integrated business branding and communications firm specializing in integrated communications, branding, relationship marketing, interactive media, and information architecture. Clientele include MeadWestvaco Corporation, NEC-Mitsubishi, Motorola GTSS, CNH Global, NovaMed, Farm Progress, Tellabs, and Ondeo Nalco Company. In January of 2002, Mobium launched its new web-site which is an interactive book that helps business marketers, communicators, brand builders and change agents, as well as its own employees, better define revolutionary paradigm shifts and explore ways to take advantage of them.
www.mobium.com

About the American Business Media Association
Since 1906, American Business Media has been the industry association for business-to-business information providers and media companies. American Business Media annually sponsors the CEBA awards — celebrating the best in b-to-b advertising. American Business Media’s mission is to enhance knowledge and best practices of leading publishers and information providers for business, professional and specialized consumer markets worldwide.
www.americanbusinessmedia.com