CIMM, The Coalition for Innovative Media Measurement, hosted its 5th Annual Cross Platform Media Measurement and Data Summit last week. The organization has accomplished a lot in the past five years.
Jane Clarke, CEO and Managing Director, outlined CIMM’s mission which is to “foster innovation in cross platform measurement, bring more granular measurement to TV and look at measurement in new ways. We pilot test new measurement tools to meet the needs of users. It has been a multi-year effort of working together to drive change in media measurement.”
Goals and Actions For Cross Platform Measurement
CIMM seeks to establish a clear understanding of consumer centric usage across all platforms, to measure exposure by pilot testing touchpoints and to evaluate the results. “Enriching media data quality is the key to ROI and data quality is increasingly important for enhancing the buying currency. CIMM is advocating for more passive measurement at scale, linking census based with shopping behavior,” Clarke stated as she announced a Measurement Manifesto that has three goals and eight actions.
The “must haves” for cross platform media measurement are:
--Accurate representation of cross device universe at scale to use advanced audience segments.
Ø --An efficient supply chain to real time, with timing comparable to digital.
Ø --Comparable metrics across platforms with a standard video to average minute to measure ads.
The Actions taken to achieve these goals are:
Ø -- Embrace competition.
Ø -- MRC standards.
Ø -- Move beyond panels, embrace big data and move to census measurements in TV and digital.
Ø -- Bring more return path data to market for planning. Nationally represent SmartTV and STB data.
Ø --Measure Out of Home in the ratings. Measure across all possible media points.
Ø -- Measure both households and individuals.
Ø -- Implement standardized metadata for content and ads.
Ø --Demand transparency from 3rd party data companies, linking IDs across devices and channels.
The Impact of Data
Artie Bulgrin, SVP Global Research & Analytics, ESPN, moderated the first panel on Cross Media and Data and asked his panel whether we will see a move away from age and gender demos in buying and selling media across platforms. Michael Strober, in a new role as EVP Client Strategy and Ad Innovation, Turner, replied, “Currently there is too much of the business activating on age and gender.” But, he added, “We are working towards a variety of measurements.” Michael Piner, SVP Investment, MAGNA GLOBAL, was more open to change and said, “We are working towards it. If we can use and overlay third party data, then we don't need (to buy on) age and gender.”
Data rules, according to the panel, whether first or third party. Benjamin Jankowski, Group Head, Global Media, MasterCard, explained, “We have our own data which drives quantitative actions. We can create segments - not individuals because of privacy. The qualitative side is more ahead of the curve. We use social listening to know people's interests.” Piner said, “We use a tremendous amount of big data, are incorporating it into the data stack and ingesting it into our planning system.”
Progress on Cross Platform Measurement
Alan Wurtzel, President, Research & Media Development moderated a panel of end users. When asked how they were using the data to facilitate cross platform measurement, Don Robert, EVP Research and Analytics, A+E Networks spoke of his company’s recent efforts. “We are monetizing cross platform effectively by examining how each platform looks when you take out the commercial units. We are looking at program impressions by duration using currency data based on impressions,” he explained.
However, data delivery lag is a challenge for an industry used to overnight ratings. Ed Gaffney, Managing Partner, Director of Tactical Planning, GroupM explained, “While problems can be solved by research and good quality data, there also needs to be good velocity. The data can’t be six months old. We need it now so we can see what lift we get.” This means that, for the foreseeable future, the industry is expected to stick with the usual data suspects for upfront buying. “Nielsen is currency,” Gaffney said, “That is where we are going to do business. We work with comScore (for digital) and Nielsen (for TV).” And yet it is still an open field for more competition In the future. “No one can crack it to everyone's satisfaction,” stated Gaffney, “We will spend the money (for more services). We won’t be happy about it but we will spend the money.”
Collaboration is key and George Ivie, Executive Director and CEO, Media Ratings Council is leading the charge. “Accreditation is a difficult road,” he admits, “but we hope to be done with a cross media standard by the end of 2016.” The MRC standard to follow is the duration-weighted viewable impression filtered for non-fraudulent, valid, human traffic.
The most important thing is for all of us in all areas of the industry is to get involved and help facilitate standardize-able measurement solutions. Ivie concluded with a plea. “Participate!” he said.
This article first appeared in www.MediaBizBloggers.com