CIMM Members See First Cross-Platform Measurement Data and Hear Updates on Major Industry Initiatives
NEW YORK – April 23 2015 – The Coalition for Innovative Media Measurement (CIMM) today announced that over 250 executives from leading advertising agencies, media companies, brands, networks, industry organizations and research vendors attended its 4th Annual Cross-Platform Media Measurement & Data Summit held in New York City on April 22, 2015.
The event at the Time-Life Building featured a roster of industry leaders who explored the state of media measurement with a focus on the coming innovations to help meet the growing cross-media measurement challenges facing both buyers and sellers of media. Among highlights were comScore and Nielsen sharing a stage for an update on their individual efforts to measure cross-platform content and ads, highlights of a new CIMM whitepaper on how to assess the quality of data enrichment providers from Gerard Broussard, Consultant, Pre-Meditated Media, and the first-ever data for 11 media companies showing unduplicated reach of their content across platforms from comScore’s “Project Blueprint” cross-media measurement service.
“This year’s summit highlighted the tremendous strides our industry is taking toward uncovering new methodologies to better understand the complexities of cross-platform media measurement. At the same time, we heard a resounding echo from across the industry that there is still a tremendous amount of critical work to be done in measurement and evaluation of the effectiveness of all the viewing behavior of consumers across multiple screens,” said Jane Clarke, CEO and Managing Director for CIMM. “Despite the complex challenges we continue to face, I’m confident after this summit’s exploration of the innovative, forward-looking work being under taken that we are on the right path to enable the new measurement the industry needs.
The event hosted lively discussions, debates and presentations surrounding new solutions to more accurately measure cross-platform audiences and ad effectiveness. Highlights from the Summit include:
- “Where Are We Now,” a look at the state of measurement and how buyers and sellers are coping. The discussion was moderated by Alan Wurtzel, President, Research and Media Development, NBCUniversal. The session invited “The Marketer’s Perspective” from Fernando Arriola, VP, Media & Integration, ConAgra Foods, “The Media Perspective” from Linda Yaccarino, Chairman, Advertising Sales & Client Partnerships, NBCUniversal and the “The Agency/Programmatic Perspective” from Erin Matts, Chief Marketing Officer, Annalect.
- “A Perspective on Cross Platform Video Data” was a presentation that looked at counting consumer impressions for TV using Return Path Data for linear TV, VOD and TV Everywhere led by Joan Gillman, EVP & COO, Media Services, Time Warner Cable.
- “How Good is That Big Data,” presented highlights from a new CIMM whitepaper on how to assess the quality of data enrichment providers from Gerard Broussard, Consultant, Pre-Meditated Media. His presentation covered the need for more disclosure and transparency, along with best practices and potentially even common standards. The final whitepaper will be released in mid-May.
- “What is That Show or Ad,” provided an update on the RFP that the Society for Motion Picture and Television Engineers has just released to identify a technology standard for binding media asset identification into the essence of video using an audio watermark, from Chris Lennon, President and CEO, MediAnswers and Chairperson of the SMPTE Drafting Committee.
- “From TV to Total Video,” provided a progress report on cross-media audience solutions including the first presentation of the results for 11 CIMM media companies of Project Blueprint featuring Joan FitzGerald, SVP, Television and Cross-Media Service, comScore.
- “Nielsen’s Roadmap for Cross-Platform Ratings” looked at the company’s innovation to support linear and digital ad models in a presentation led by Megan Clarken, EVP, Global Product Leadership, Nielsen.
- “Behind the Headlines: Progress Report on Cross-Media Audience Solutions,” presented an opportunity for Charlene Weisler of Weisler Media to moderate a Q and A session with Manish Bhatia, Chief Revenue Officer, comScore, and Kelly Abcarian, SVP, Watch Product Architecture, Nielsen
- “Harmonizing Cross-Media Metrics: What’s Important?” Was a discussion moderated by Colleen Fahey Rush, EVP & CRO, Viacom Media Networks that aimed to bring clarity to the kinds of metrics needed in a cross-media world. That conversation offered insight from “the seller,” by Artie Bulgrin, SVP, Global Research & Analytics, ESPN, “the agency,” by Kate Sirkin, EVP, Global Research Director, SMG, “the buyer,” by Greg Pharo, Director Market Research & Analysis, AT&T Mobility, and “the MRC,” by George W. Ivie, Executive Director & CEO, Media Rating Council.
- “You Can Measure It – And That’s the Problem!” was a keynote presentation that looked at the intersection of technology and measurement, delivered by Shelly Palmer, Managing Director, Digital Media Group at Landmark Ventures/ShellyPalmer.
The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video 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