California-based research firm, Integrated Media Measurement (IMMI), offers cross-media, cross-campaign advertising effectiveness measurement by using a consumer’s cellphone to measure exposure to television, radio, computers, mobile phones, DVDs and movie theater advertising.  The technology enables marketers to assess the cumulative effect of a campaign, rather than each medium singly, to help evaluate marketing efforts. The WSJ says IMMI customers include movie studios and broadcast networks such as NBC Universal, owned by General Electric Co. (GE) and ABC, owned by Walt Disney (DIS).

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