Case Study: VNU, International Media

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Case StudyVNU, International Media
Information Company

• Presented by
• Jeffrey Baez
• ISP 611 Information Systems

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Outline

• VNU stats
• What is this company and what does it do? How
  does it do this?
• Advertising methods
• Impression advertising
• Performance Advertising
• Technology Industry
• Can you say TiVo?
• Impact
• On the Industry
• On the consumer
• Discussion

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VNU Statistics

• Owns 145 trade newspapers and magazines
• Nielsen Media Research compiles data on
  television shows, such as ratings.
• Soundscan subsidiary collects information about
  recorded music
• ACNielsen subsidiary compiles market data on
  the sales of packaged goods.

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Advertising Methods

• Impression Advertising
• Marketing toward large groups based on shared
  desires and needs
• Radio and TV Advertising
• 30-second spots
• Indiscriminating pop-ups
• Brand-awareness
• SPAM

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Advertising Methods

• Performance Advertising
• Accountability is important. Specific appeal
  based on data
• Internet A new medium
• Ads by Gooooogle
• Site pop-ups
• Recommended shopping
• Digital Advertising other forms?

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Technology and Industry

• Can you say TiVo?
• Collects Anonymous, Personal, Diagnostic, and
  Commerce (Pay for Services) information.
• Defined in their Privacy Policy
• Although they collect information about you, you
  can opt out, but you have to call.
• Basic service customers screwed!!

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Impact

• Industry
• Change in advertising methods
• Shift towards the Internet
• Government
• CAN-SPAM
• California state laws

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Impact

• Consumer
• Privacy policy (Trust-e)
• The Controlling the Assault of Non-Solicited
  Pornography and Marketing Act of 2003 (CAN-SPAM)
• State Laws California
• Offline ID crimes still more prevalent

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Discussion

• 1. What issues might be involved in collecting,
  editing, cleaning, and storing the ACNielsen
  data?
• Identify some specific issues related to privacy.

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Discussion

• 2. What concerns might be associated with
  providing customers around the world with access
  to the ACNielsen data via the Internet?

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Discussion

• 3. What ethical issues might arise for VNU in
  providing marketing data, tools, and services to
  two major multinational companies that are
  competitors (e.g.- Proctor Gamble and
  Unilever)?
• How might these issues be minimized?

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Discussion

• 4. Which do you think is more important to VNU
  customersgood data or good tools for the
  analysis of the data?
• Why?

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Further reading

• Stegeman, Linda. Who's Afraid of the Big Bad
  Wolf? 63 of RFID Aware Consumers Are Concerned
  About Invasion of Privacy. Market Wire. 26 OCT
  2004 via Lexis-Nexis lthttp//www.lexis-nexis.comgt
• Olsen, Stephanie. Google-like technologies could
  revolutionize TV, other media CNet News.com
  April 2004. Retr 16 Feb 2005 lthttp//news.com.com
  /Digitaladstunein/2009-1025_3-5201803.htmlgt
• Case Study LARGE IT COMPANY REACHES THREE TIMES
  MORE IT PROFESSIONALS ON WORLD'S LEADING AUDITED
  FINANCIAL WEB SITE Revenuescience.com
  lthttp//www.revenuescience.com/our_service_casestu
  dy_2.aspgt
• C-Net News Staff. Offline ID crimes still more
  severe Cnet News.com. 26JAN05. Retr 16FEB05.
• lthttp//news.com.com/OfflineIDcrimesstillmore
  severe/2100-1029_3-5552000.htmlgt