Compiled following a CIMM members-only Addressable TV workshop, report provides key themes and takeaways from industry leader presentations, case studies and panel discussions
New York, NY, October 15, 2019 – The Coalition for Innovative Media Measurement (CIMM) today released a report titled “Addressable TV and Implications for the Future of TV Measurement.” The report is a summary of a CIMM members-only workshop held in New York City on July 31, 2019.
CIMM formed the Addressable TV workshop to enable industry leaders to better understand the near-term outlook for addressable TV and its impact on TV measurement. As national TV networks embark on offering addressable inventory, there are not only technical and business challenges, but also challenges with standardizing data as well as reconciling measurement for addressable and non-addressable inventory. The event featured presentations, case studies and panel discussions from addressable TV ecosystem members on both the sell side (media and distribution firms) and the buy side (media agencies).
Speakers at the CIMM workshop included industry leaders from Cadent, Xandr, Sling TV (DISH Media), NCC Media (now Ampersand), Publicis, Merkle, Nielsen, Inscape and more.
Prepared by Gerard Broussard, principal at Pre-Medidated Media, the report contains key takeaways across 5 themes:
- Complexity with a payoff – Currently, Addressable TV is operationally challenging to execute. However, successful addressable campaign results amassed during the past several years indicate the labor intensity of coordinating transactions across multiple addressable platforms with potentially disparate data sources and targets is worth the effort.
- Emerging Addressable Tactics – Addressable tactics used to achieve superior ROI have expanded beyond granular precision targeting and now include more advanced placement approaches such as frequency capping and targeting across multiple consumer sub segments to further reduce waste.
- Addressable Inventory Expansion – Commercial overlays appearing on Smart TV sets within national network TV inventory is the next potential source of addressable ads, beyond what is provided by MVPD platforms. Four operational issues need to be addressed to achieve progress in this pursuit: the development of contractual agreements, a pricing model, consumer target and data source standardization and the uncoupling of measurement and reporting for addressable spots
- Smart TV Implementation – Two organizations are currently testing solutions for national networks to implement Dynamic Ad Insertion (DAI) on Smart TVs: Project O.A.R. (Open, Addressable, Ready) and Nielsen. At the CIMM Workshop, both presented their approaches.
- Data Standardization and Data Quality – Standardizing data sources across addressable platforms and other forms of TV video, i.e., Linear, data-driven Linear, VOD and connected TV (CTV) is the ideal scenario for implementing addressable TV, or all TV for that matter. But consistent addressable campaign success suggests that the use of disparate TV viewing and consumer data sets, while sub optimal, appears to be workable for the moment.
To read the complete summary, including the event agenda, please visit: cimm-us.org
About CIMM
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. In 2018, CIMM was acquired by the ARF (Advertising Research Foundation), with the goal of expanding the categories of members as well as our initiatives. CIMM initiatives to date have included exploration and identification of new methodologies in cross-platform audience measurement, with verification of these approaches through pilot tests and studies conducted with independent measurement companies. CIMM’s focus has been 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.
