CIMM, the Coalition for Innovative Media Measurement recently held its annual Cross-Platform Media Measurement and Data Summit. This year’s conference focused almost exclusively on cross platform which is the hot issue among both media buyers and sellers.
CEO and Managing Director, Jane Clarke, announced CIMM’s seven criteria for cross platform measurement at the conference. She explained, "CIMM developed our seven Criteria for measuring cross platform exposure of both content and ads in order to let research vendors know the solutions that the end users are seeking for measuring unduplicated reach."
During this time of media transformation, these seven criteria help to form a foundational consensus for the industry.
CIMM's Seven Criteria For Cross Platform Measurement
We need to go beyond panels. Panels alone are too small to be the only measurement solution for the cross platform world. Panels are also unable to account for out of home viewing -- an issue for some networks, notably CNBC. Linda Yaccarino, Chairman, Advertising Sales and Client Partnership is addressing this issue. As she explained, "CNBC Daytime is no longer relying on Nielsen for C3 ratings."
We need passive measurement and solutions. The least amount of intrusion is optimal as a myriad of devices vie for viewers' attention. Manish Bhatia, comScore's Chief Revenue Officer, noted, "No matter what the media is, passive electronic measurement has been viewed by the industry as the most accurate approach to capturing and reporting media behavior accurately. That is what comScore is doing."
Census data are needed across all platforms. As with the importance of going beyond panels, CIMM acknowledges that census level data is needed for all platforms. Clarke explained, "It's important that we point out the need for hybrid combinations of panel data with census-like data across all platforms, including TV Return Path Data." "The data is there to count every consumer," noted Time Warner Cable EVP and COO, Media Services, Joan Gillman. "We are only starting to scratch the surface."
Measuring individuals is optimal but measuring households is also useful. Targeting households and their behavioral dynamics can also provide actionable insights for marketers. According to Eric Schmitt, EVP Communications and Media at Allant, "Standard household-level segments and ad impression counts across inventory pools, platforms and MVPDs are essential to keeping national TV advertising competitive with the scale and efficiency of online alternatives."
Measure ads and programming separately. The sooner we move to separate measurements of ads and programs, the better according to Jed Meyer, Global Research Director at Annalect, who said, "We are moving from a world of content-based buying to audience-based buying and future measurement systems need to reflect this shift." The reason, according to Schmitt is that, "Measuring ad audiences is different than programming measurement. Advertisers have specific segments they want to reach, while programmers are usually looking for as many eyeballs as possible."
We need common units of analytics and metrics for reporting . Tom Xenos, MediaVest's Vice President, Audience and Measurement Solutions believes that, "If we're ever to make sense of the new cross-media world, we need to adopt a common set of metrics for measuring and evaluating audiences. Otherwise, we'll just continue to have a media tower of Babel." But the quest for common metrics is challenging. When asked which metrics are most important, there was a range of responses. Fernando Arriola, VP and Media Integration, ConAgra Foods, asked, "Brand health and sales; how many unduplicated people see the message?" Yaccarino said, "Total audience delivery." Erin Matts, Chief Marketing Officer, Annalect, averred, "The best proxy for sales varies by client. The more metrics the better. The access to a variety of metrics allows us to customize and makes our job easier."
Implement an asset identification open standard. CIMM is in the process of crafting an open standard for media asset identification using EIDR and AD-ID, utilizing consultant Chris Lennon, President and CEO, MediAnswers, to help in SMPTE standardization. He explains, "We sent out an RFP and are now gathering test content and refining our test plan to best assess respondent technologies. (We are) also developing a SMPTE Recommended Practice that we will publish along with the eventual Standards document(s) that come out of this effort."
With these criteria in place, the pace of cross platform measurement solutions should accelerate. An industry-based solution could be close at hand. Let's hope soon.
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