OREANDA-NEWS. November 30, 2007. Ruslan Tagiev, Media Research Director (TNS Gallup Media) and General Director (TNS Gallup AdFact) spoke about methods and importance of advertising audience measurement at the conference "Effective Outdoor Advertising", the press service of TNS-Global reported.

The conference was organized by "News Outdoor Russia" and was held in Moscow on November 13. About 500 advertising and media specialists gathered to discuss the most topical questions of the sphere, among which was global experience in realizing effective advertising campaigns, audience targeting, creativity in outdoor advertising, tools for planning effective advertising campaigns, etc.

At the conference Ruslan Tagiev spoke about strategic significance of audience studying. Data on customers’ characteristics, preferences, and life styles are available due to TNS Gallup Media project – Marketing Index. Since the first half of 2007 this project has also become the source of information on advertising in Moscow underground, in the streets, and in shops. Special attention Mr. Tagiev paid to advertising perception and attitude to it.