2nd annual Summit draws 200+ media & entertainment sector executives
Discussions advocate for adopting new methodologies to better track video content on multiple screens and evaluate the effectiveness of advertisements
Presentations, video recordings and photos available on the CIMM website
NEW YORK, NY – April 22, 2013 – The Coalition for Innovative Media Measurement (CIMM) today announced that more than 200 executives from leading advertising agencies, media companies, brands, networks and research vendors attended the 2nd Annual Cross-Platform Video Measurement Summit held in New York City last Thursday.
Organized by CIMM, the event featured a lineup of notable speakers from throughout the advertising and media industries with the main theme being the immediate need for collaboration across all sides of the ecosystem to solve the growing cross-media measurement challenges facing marketers and research vendors.
Jane Clarke, Managing Director for CIMM, said, “Throughout the illuminating discussions and presentations we heard at this year’s Summit most agreed that the industry is making some exciting progress in uncovering new methodologies to better understand the complexities of cross-platform media measurement and the viewing behavior of consumers amid the rise of multi-screen options.
Clarke continued, “That said, we still have a long way to go in order to completely solve for the potholes that are slowing down more effective media measurement but I am confident that through the innovative work of the bright minds across the media ecosystem, many of whom joined us today, we can find ways to help marketers not only make smarter ad buy decisions but also see a better return on their ad dollar investments.”
Highlights of the Summit included:
- TAXI initiative green lighted – final results of a two-year long industry initiative to spark adoption of a “UPC code” for all professional video content and advertising support that adopting such coding is not only feasible, but it is essential to help the media and entertainment sector.
- Symphony Advanced Media and CIMM collaboration shows that single-source, passive measurement provides higher accuracy for cross-media ad effectiveness research.
- Intriguing conversations about multi-screen viewing behavior, addressing measurement methodology gaps to better understand the impact of advertising, approaches to television audience measurement using both passive and active applications, and business challenges facing all sides of the media and advertising ecosystems.
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The Coalition for Innovative Media Measurement (CIMM) is comprised of leading television content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement. www.cimm-us.org