Cross-Platform Measurement

Framework for Cross-Platform Measurement

CIMM’s cross-platform initiatives fall into three areas, representing key aspects of cross-media measurement: planning, verification of exposure and ad effectiveness.

Cross Platform Project Roadmap

Cross-Platform Ad Effectiveness/ROI:

Whitepaper on Current Practices in Attribution and ROI Analysis

While progress has been made toward development of methods that enable near real-time cross-platform attribution and ROI analysis, much work still needs to be done and few viable integrated systems for looking at consumer behavior cross-platform are yet available. In this special white paper, commissioned by CIMM in conjunction with the 4A’s, Jim Spaeth and Alice Sylvester of Sequent Partners look at the state of cross-platform attribution and what users of currently available solutions need to know – and ask – as they work with existing vendors in the space.

Whitepaper on Best Practices in Cross-Platform Ad Effectiveness Measurement

Marketers are most concerned with the effectiveness of their marketing efforts, and cross-platform marketing campaigns presents unique challenges to measure. Michele Madansky, PhD, has co-authored a whitepaper for CIMM with Kathryn Koegel on the challenges and opportunities that are emerging in this important area for marketers.
Best Practices in Cross-Platform Advertising Effectiveness Measurement

Cross-Media Advertising Effectiveness Using Passive Measurement of  Ad Exposure

Cross-Platform Planning:

USA TouchPoints

How can marketers understand how consumers are using all forms of media separately and in combination at any time during the day or week in the context of daily life?  TouchPoints is an exciting new consumer-centric planning tool that CIMM Pilot-tested with the Media Behavior Institute.  TouchPoints uses an innovative smartphone app that helps consumers record all media behavior in the context of daily life.  The sample is based on GfK/MRI’s Survey of the American Consumer, and provides a hub of cross-media usage behavior that can be linked to all media currencies to provide a scalable planning tool

CIMM-MBI USA TouchPoints Study

CIMM UK Touchpoints Study

Cross-Platform Verification of Exposure:

CIMM/comScore Whitepaper:

Total View: Measuring the Changing Video Landscape

As cross-media measurement grows in sophistication, not only will a more comprehensive gauge of audiences be gained, but new and unexpected insights into content consumption patterns will be realized as well.

Such is the case with a new measurement system developed by comScore in conjunction with CIMM. The system enables for the first time an in-depth look at cross-platform consumption across ten major media brands including broadcast TV and cable TV networks, as well as their digital media counterparts.

Through this methodology, detailed in a new white paper, “Total View: Measuring the Changing Video Landscape,”  available for download here, a better understanding of how content consumption is evolving in a cross-platform world is now emerging.

For more information on this new “hybrid” cross-platform methodology, please contact Jane.Clarke@CIMM-us.org or JFitzGerald@comscore.com.

Multi-Screen Measurement

How can buyers and sellers of media measure the unduplicated reach and frequency for cross-platform ad campaigns and cross-platform programming?  CIMM sponsored the “first-ever” separate proof-of-concept Pilot Tests with both comScore and Arbitron to measure usage of TV, online and mobile from the same person.

comScore Multi-Screen Measurement Study

Arbitron Multi-Screen Measurement Study

Cross-Platform Verification of Exposure:
TAXI – Trackable Asset Cross-Platform Identification

TAXI (Trackable Asset Cross-Platform Identification) is an initiative that seeks to track content and ads as they move across multiple screens. Think of it as a UPC code for media. Ernst & Young conducted a Feasibility Study, and have now designed Pilot Tests to demonstrate financial, research and workflow benefits to the media industry supply chain that could flow from the implementation an open and interoperable standard for asset identification.

CIMM-EY TAXI Proof-of-Concept Pilot Test

CIMM-EY TAXI Feasability Study