The internet and the new digital media have profoundly changed our society and the individuals within it. The irreversible effects of these cultural, social and economic changes will become evident over the next 5-10 years, but even now it is not difficult to identify the early signs of this media revolution.
The user's interaction with digital media – and the fact that this interaction can be measured – has afforded agencies and media centers a wealth of unexpected opportunities to monitor and modify in real time their media planning operations and creative initiatives, making it possible, in turn, to provide the client with extraordinary results.
Against this highly dynamic backdrop, ICC – which has been involved in the measuring of digital media since 2000 – has bolstered its proprietary ImetriX Media Analytics solution to ensure that it meets the monitoring needs of the most widely used digital channels.
The data captured through media analytics operations (web analytics, mobile analytics, video analytics, social analytics) can be aggregated to fulfill the client's requirements, enabling more accurate planning and allowing the success and effectiveness of all types of advertising investments to be monitored.