NEW YORK, NY – April 28, 2014 – The Coalition for Innovative Media Measurement (CIMM) today announced that more than 200 executives from leading advertising agencies, media companies, brands, networks, industry organizations and research vendors attended its 3rd Annual Cross-Platform Media Measurement Summit held in New York City last Thursday.
The event featured lively discussions, debates and presentations that provided updates on a number of new solutions at various stages of implementation designed to more accurately measure cross-platform audiences and ad effectiveness.
Jane Clarke, Managing Director for CIMM, said, “There has been such meaningful progress made in cross-media measurement this year, and it’s been incredibly exciting to witness CIMM’s efforts to cultivate innovative initiatives and methodologies and foster collaboration throughout the industry begin to hit full stride.”
Highlights from the Summit include:
- An Update on Trackable Asset Cross-Platform Identification (TAXI), CIMM’s advocacy platform designed to spark adoption of embedding into a broadcast stream both EIDR identifiers (for content) along with Ad-ID identifiers (for ads) for all professional video content and advertising. As part of this initiative, CIMM and the Society for Motion Picture and Television Engineers (SMPTE) formed a study group last July comprising CIMM members and representatives from media organizations, ad agencies, and vendors to examine and agree on the best binding process and technology to utilize. During the Summit, Chris Lennon, President and CEO of MediAnswers and SMPTE Study Group Chair shared a progress report, which determined that the binding technology must meet several criteria including:
- having the capacity to carry representations of EIDRs and Ad-IDs;
- surviving across multiple platforms and after recording and playback;
- detecting the identifiers in both short and long formats;
- retrieving the IDs simultaneously across different platforms;
- replacing the ID if content is repurposed within another program; and
- maintaining the quality of the content for the consumer.
[The Study Group expects to issue a request for proposals for a binding technology solution in the early summer timeframe.]
- The Future of the Data Driven Media Buying Agency, a panel discussion moderated by MediaPost Editor in Chief Joe Mandese, featured presentations and a panel discussion where executives from Starcom MediaVest Group, Omnicom Media Group, Mindshare and MAGNA GLOBAL shared their viewpoints on the role they believe data plays in media buying and how unlocking “big data” may impact targeting and ROI in the future.
- Making Sense of Cross-Media Measurement, a session moderated by Charlene Weisler of Weisler Media LLC, included presentations and a panel discussion that centered on recent cross-media measurement initiatives undertaken by several organizations.
- comScore and ESPN shared their experiences first testing and now expanding Blueprint, the industry’s first cross platform measurement service to provide continuous unified measurement of media usage on a national scale across TV, radio, desktop, smartphone and tablet. Phase 2 of Blueprint is funded by CIMM and is currently being further tested by several organizations including ESPN, Disney ABC Television Group, Fox Broadcasting Co., NBC Universal, CBS Corporation, A&E Networks, Turner Broadcasting System Inc., Univision Communications Inc., Viacom, Publicis Groupe, GroupM, and Omnicom Media Group, among others;
- Alan Wurtzel, President of Research and Media Development, NBC Universal, was on hand to discuss measurement of the 2014 Olympic Winter Games;
- Turner Broadcasting and Nielsen shared details on data integration at CNN and Nielsen’s roadmap for cross-platform ratings.
- What’s Ahead. The afternoon concluded with insights from Dave Poltrack, Chief Research Officer, CBS Corporation and President, CBS Vision, on factors he sees impacting the industry in the near future. Among other insights, Poltrack suggests that mobile viewing, video on demand timelines and programmatic media buying will play important roles going forward.
Clarke continued, “There’s a lot more work to do, but with each project, pilot test and roll-out, we are one step closer to fundamentally strengthening the media ecosystem.”
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