CIMM Continues to Pave the Way for Cross Platform Measurement

Goals and Actions For Cross Platform MeasurementCIMM seeks to establish a clear understanding of consumercentric usage across all platforms to measure exposure by pilot testing touchpoints and to evaluate the results quotEnriching media data quality is the key to ROI and data quality is increasingly important for enhancing the buying currencyquotamp160Clarke stated as she announced a Measurement Manifesto that has three goals and eight actionsamp160quotCIMM is advocating for more passive measurement at scale linking census based with shopping behaviorquotThe quotmust havesquot for cross platform media measurement areAccurate representation of cross device universe at scale to use advanced audience segmentsAn efficient supply chain to real time with timing comparable to digitalComparable metrics across platforms with a standard video to average minute to measure adsThe quotactionsquot taken to achieve these goals areEmbrace competitionMRC standardsMove beyond panels embrace big data and move to census measurements in TV and digitalBring more return path data to market for planning nationally represent smart TV and STB dataMeasure outofhome in the ratings measure across all possible media pointsMeasure both households and individualsImplement standardized metadata for content and adsDemand transparency from thirdparty data companies linking IDs across devices and channelsThe Impact of DataArtie Bulgrin Senior Vice Presidentamp160Global Research andamp160Analytics ESPN moderated the first panel on cross media and aata and asked his panel whether we will see a move away from age and gender demos in buying and selling media across platformsMichael Strober in a new role at Turner as Executive Vice President Client Strategy and Ad Innovation replied quotCurrently there is too much of the business activating on age and genderquot But he added quotWe are working towards a variety of measurementsquotMichael Piner Senior Vice Presidentamp160Investment Magnaamp160Global was more open to change quotWe are working towards itquot he said quotIf we can use and overlay third party data then we don39t need to buy onamp160age and genderquotData rules according to the panel whether first or third party quotWe have our own data which drives quantitative actionsquot said Benjamin Jankowski Group Head Global Media MasterCard quotWe can create segments not individuals because of privacy The qualitative side is more ahead of the curve We use social listening to know people39s interestsquotquotWe use a tremendous amount of big data are incorporating it into the data stack and ingesting it into our planning systemquot Piner addedProgress on Cross Platform MeasurementAlan Wurtzel President Research and Media Development at NBCUniversal moderated a panel of end users When asked how they were using the data to facilitate cross platform measurement Don Robert Executive Vice Presidentamp160Research and Analytics AE Networks spoke of his company39s recent efforts quotWe are monetizing cross platform effectively by examining how each platform looks when you take out the commercial unitsquot he explained quotWe are looking at program impressions by duration using currency data based on impressionsquotHowever data delivery lag is a challenge for an industry used to overnight ratings quotWhile problems can be solved by research and good quality data there also needs to be good velocityquot saidamp160Ed Gaffney Managing Partner Director of Tactical Planning GroupM quotThe data can39t be six months old We need it now so we can see what lift we getquot amp160This means that for the foreseeable future the industry is expected to stick with the usual data suspects for upfront buying amp160quotNielsen is currencyquot Gaffney said quotThat is where we are going to do business We work with comScore for digitalamp160and Nielsen for TVquot And yet it is still an open field for more competition In the future quotNo one can crack it to everyone39s satisfactionquotamp160Gaffney asserted quotWe will spend the money for more services We won39t be happy about it but we will spend the moneyquotParticipateCollaboration is key and George Ivie Executive Director and CEO Media Ratings Council is leading the charge quotAccreditation is a difficult roadquot he admitted quotBut we hope to be done with a cross media standard by the end of 2016quot The MRC standard to follow is the durationweighted viewable impression filtered for nonfraudulent valid human trafficThe most important thing is for all of us in all areas of the industry is to get involved and help facilitate standardizeable measurement solutions Ivie concluded with a plea quotParticipatequot he criedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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CIMM Continues to Pave the Way for Cross Platform Measurement

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Charlene Weisler

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CIMM Continues to Pave the Way for Cross Platform Measurement

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