CIMM Cross-Platform Media Measurement and Data Summit

CIMM has created a Measurement Manifesto which serves as a roadmap to ensure a continued industry focus on crossplatform measurement amp160As Jane Clarke CEO and Managing Director of CIMMamp160noted quotWe need to keep the dialogue going about how to manage change by following our roadmap to plan measure exposure and evaluate amp160There is still more work to do but we are making progressquotHighlights of the seventh annual summit includeThe Erosion of the Advertising Market and Upending of Business as UsualAccording to Rishad Tobaccowala Chief Growth Officer Publicis Groupe the advertising industry is in for a dramatic change amp160He said that the increasing ad loads and irrelevant messaging has been disrespectful to consumers39 time amp160The result is that they are increasingly spending more time in adfree environments amp160Because of this trend there will be quotless and less advertisingquot resulting in a 25 to 30 decline in ad inventory in the next five years as brands go direct to the consumer amp160There will also be consolidation among media companies resulting in fewer networks and therefore less inventoryThere are three Connected Ages according to Tobaccowala amp160The first was the Link the second was the advent of Social Networks and Smartphones and the third is now Connecting to Data with Artificial Intelligence amp160quotThings are connecting to things with the IoTquot he stated amp160quotThere will be new ways of connecting through Voice AR and VR which are coming to us much faster than anticipated and will lead to different ways to measurequot amp160While we are in the business of measuring impressions from programs or networks now this will shift to measuring interactions of peopleGoing for Good Rather Than Perfect in AttributionAttribution is emerging as a primary goal for advertisers and networks amp160But there are so many aspects to attribution that achieving the perfect industry standard is a chimera amp160quotThere is the lie of attributionquot noted Joe Marchese President Advertising Revenue Fox Networks Group because quotthe human brain is more complicated amp160Brands are bought with cultural relevancequotThere is also what Scott Hagedorn CEO Hearts ampamp Science Omnicom Media Group described as quotnegative attributionquot where an ad placed next to objectionable content becomes taintedIt is important to give credit where credit is due amp160Marchese noted that value is accrued over the long term amp160quotIf we move to pure attribution it is the platforms that achieve all of the valuequot he saidOvercoming ObstaclesIndustry associations such as the ANA 4As ARF and MRC are all focused on addressing a range of industry challenges including solving for fraud viewability deduplication and data labeling for cross platform measurementBob Liodice CEO ANA noted that his organization has made progress in the fraud area and in eliminating waste amp160quotWe are learning how to control fraud and rein in botsquot he said amp160quotIt is increasingly complex but we are all asking the same question amp160Do I have the information necessary to make the right decisions to grow businessquotScott McDonald CEO and President the ARF spoke of the Sunshine Rule advocating transparency in measuring exposures through deduplication quotThere is a gap between exposure and ROI sales lift and it is not well understoodquot he explainedCooperation Between FrenemiesquotFostering competition is the only way to get innovationquot Clarke declaredThis is true in the area of measurement amp160Brian Hughes Senior Vice President Audience Intelligence and Strategy MAGNA believes that competition between measurement companies quotmakes for better thinking for problem solving and thatamp160 is not a bad thingquotYet there are some companies that are finding that cooperation with their competitors can bear fruit amp160OpenAP a collaborative effort between Fox Turner and Viacom is one effort designed to measure attention and engagement amp160quotWe need to get better thinking about how measurement correlates to outcomes what viewability drives outcome and then build back to measurement standards from therequot advised Howard Shimmel Chief Research Officer TurnerquotMeasurement is now a team sportquotamp160concluded Elissa Lee Director Research Advanced Technologies GoogleCooperationClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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CIMM Cross-Platform Media Measurement and Data Summit

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Charlene Weisler

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