Building exchange rates for media currencies: MOBIME Deliverable 1

The aim of the MOBIME research project is to find answers to the challenge that Finland is lacking an intermedia currency, i.e. an exchange rate for buying and selling media advertising space in different media. The reason for building such exchange rates is to find better measures for cross-media advertising impact. Media currencies have been built for traditional media, but a radical transformation towards the digitalisation of media has been recently observed. The project objective is twofold: 1) to increase comparability between existing media currencies; and 2) to get more qualitative elements added to media surveys that are said to yield mainly quantitative results. The first objective is carried out by examining whether one single intermedia currency can be achieved, or whether exchange rates between intramedia currencies could be developed. The second objective is carried out by monitoring consumers' everyday media use and user experiences thereof. Comparability between media metrics and getting deeper insight into the roles of media in consumers' lives would benefit both media buyers and sellers.