There has never been a better time to explore solutions
for cross platform measurement. New technological advancements have been
embraced by content consumers and now in 2014, we mark the first year that we
have cross platform unduplicated reach and frequency measurement solutions
currently being tested. We are not at the currency stage yet but we are
certainly taking the first steps.
Credit for these advancements includes measurement
companies such as comScore and Nielsen, efforts from networks like ESPN, NBCU
and Turner and the industry-wide effort of The Coalition for Innovative Media
Measurement (CIMM) which has focused on this issue since its inception in 2009.
CIMM’s Managing Director Jane Clarke noted, “The progress
towards an open standard of cross-platform measurement made in 2014 is truly
encouraging. It’s wonderful to see the industry testing, enhancing and
ultimately embracing these initiatives and that CIMM’s mandate of cultivating
projects that advance the discussion around these technologies has been
fruitful thus far. I expect the progress
to continue and am eager to see a viable cross-platform measurement solution in
the near future.”
I moderated a panel at the recent CIMM Cross-Platform
Media Measurement Summit that explored four differentiated cross platform
measurement solutions:
Ø
CIMM and ESPN’s work with comScore’s Project
Blueprint which brings five separate data sources together to measure simultaneous
usage and de-duped reach for video, audio and text. Phase 1 was pioneered by
partner ESPN and phase 2 in partnership with CIMM. The next step is to expand Blueprint from
custom study to a standard practice.
Ø
NBCU’s single source approach for measuring the
recent Olympics at Sochi with a Day in the Life for three target segmentations
– Millennials, Women and Alphaboomers.
Ø
CNN’s All Screen study uses custom data
integration linking Nielsen cross platform data and internal digital data.
Ø
Nielsen’s roadmap for cross platform ratings that
addresses the what, why, and how of extending their Ratings service to measure
across platforms.
These four solutions all approach cross platform
measurement from different angles using different methodologies and data
sources. And yet each approach offers a unique and illuminating way to combine
data across platforms. A chart which compares all these solutions can be found on the CIMM website.
Some are poised for a fuller industry roll-out such as
Project Blueprint. Blueprint sponsor Artie Bulgrin of ESPN says “We have a
working measurement system that now needs to be vetted and tested by the
industry, first by CIMM members as part of the phase two test. Blueprint will evolve further and ultimately
the MRC will review. Right now the first priority is establishing industry consensus.”
ComScore’s Manish Bhatia adds, “Blueprint’s cross-platform
media consumption view combines single source, passive, persons' level
measurement system with census level. We
are pleased with the support and guidance from the industry and look to provide
fast, relevant insights on an ongoing, syndicated basis.”
Other solutions like NBCU’s Day In the Life approach may not be easily scalable but it offers
an ethnographic look at viewer behavior. Others, using Nielsen’s ratings, can
help companies track back to industry standard metrics. Such is CNN All Screen
where Turner’s Howard Shimmel anticipates that “Nielsen offers a syndicated
service that combines TV in home and out of home data, so the data gets
absorbed in agency buying and planning tools.” Nielsen has its own set of
priorities according to Kelly Abcarian. "Right now our key areas of focus
are on supporting all the clients implementing the Nielsen SDK with their video
players to enable cross platform GRPs, and engaging the MRC on key
accreditation efforts for these important expansions of our already accredited
solutions."
What are the
next steps that need to be taken for cross platform
measurement, taking into account ingrained industry challenges? “My
dream would be for all relevant parties to meet with CIMM to identify the best
solution for the industry. No one provider can solve what the market needs, and
it will only be through cooperation of various providers, “says Shimmel who
adds, “The biggest challenge is companies who believe they can provide an
integrated solution themselves.”
What the CIMM initiative proves is that when the industry
shares knowledge and works collaboratively, it is possible to find several
excellent solutions to challenging problems.
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