The hot new thing in audience measurement involves putting quiet watermarks (i.e., distinctive audio markers) in the background of shows that are broadcast, and then paying consumers to wear beeper-like devices that record the watermarks they hear. A key advantage of this technology, from the audience monitor's viewpoint, is that it records what the person hears whereever they go. For example, current Nielsen ratings for TV only measure what people see on their own television at home. Anything seen or heard in a public place, or on the Internet, doesn't factor into the ratings. That is going to change.
Another use of the new technology puts a distinctive watermark in each advertisement, and then record which ads people hear. When this happens -- and it seems inevitable that it will -- advertisers will be willing to pay more for audio ads in public places and on the Net, because they'll be able to measure the effect of those ads. Audio ads will no longer be coupled to radio and TV stations, but will be deliverable by anybody who has people nearby. This will mean, inevitably, that we'll hear more audio ads in public places and on the Net. That'll be annoying.
Worse yet, by measuring what people actually hear, the technologies will strengthen advertisers' incentives to deliver ads in ways that defeat the standard measures we use to skip or avoid them. No longer will advertisers measure attempts to deliver audio ads; now they'll measure success in delivering sound waves to our ears. So we'll hear more and more audio ads in captive-audience situations like elevators, taxicabs, and doctors' waiting rooms. Won't that be nice?
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