Although circulation has been the common currency for setting advertising rates in print, advertisers are looking for much more than just numbers when it comes to on-line audiences.
In the near future, advertising rates will be heavily based on consumer behaviour, which is more easily measurable on the web, says Matthew Dodd, a leading expert on digital analytics and research, who will be a featured speaker at the 20th World Newspaper Advertising Conference, to be held in Copenhagen, Denmark, on 4 and 5 March next.
As the Vice President for Research & Analytics at the Nielsen Company’s EMEA Online in the United Kingdom, Mr Dodd provides leadership on the company’s internet and digital media research, helps to develop and establish new
cross-media audience measurements that take into account audience behaviour, and increase the understanding of how consumers use digital media.
Mr Dodd is also well-grounded in newspapers, having worked for several of the UK’s major newspaper groups, including the Telegraph Media Group, where he played a leading role in the Group’s transition from a print to a multi-media organisation.
The conference organised by the World Association of Newspapers and News Publishers (WAN-IFRA), annually draws hundreds of newspaper advertising executives from around the globe, who meet to discuss their common goal: increasing advertising revenues at a time when competition has never been greater.