CIMM Taps Symphony Advanced Media for Cross-Media Advertising Effectiveness and New-Media Research

Dots_6 Color

SAM’s ground-breaking smartphone-based technology to provide insights into cross-media advertising effectiveness linkage among media behavior, social media profiles and activities on Facebook and Twitter

New York, NYJuly 17, 2012 – The Coalition for Innovative Media Measurement (CIMM) announced today that it is collaborating with Symphony Advanced Media (SAM) to pilot test innovative new approaches to cross-platform advertising effectiveness by directly linking passive measurement of actual advertising exposure to consumer response data. In addition, the test will include new approaches to segmenting media consumers based on their social media profiles, activities and influence by analyzing Facebook and Twitter data and linking it directly with media consumption.

To conduct the analyses, SAM will collect data from its Media Insiders Panel, which focuses on three-screen and social media consumers, and utilizes SAM-developed apps to track media usage across multiple platforms, including Facebook and Twitter.

“Technology is driving change in media delivery and consumption at an accelerating pace. The need to provide the industry with insights into changing consumer behavior is acute,” said SAM President and CEO Manish Bhatia. “What we don’t know about consumer behavior is starting to outweigh what we do know. SAM is using its deep industry knowledge to create the insights the media industry needs to make informed business decisions surrounding new- and cross-media investments related to content and advertising. We couldn’t be more excited to collaborate with CIMM and address business questions most relevant to CIMM members.”

“Uncovering new insights on multi-platform ad effectiveness—and linking these to activities like social media engagement—are increasingly valuable to advertisers and brands,” said Jane Clarke, managing director of CIMM. “To succeed, companies must have deep knowledge about the workings of each of the media and create solutions that address emerging and unmet client needs. We have been reviewing SAM’s strategies and technologies over the last few months and recognize the solution set they are building addresses key media and advertiser questions. As this collaboration progresses, we look forward to generating new insights for CIMM’s member companies and those in the media and advertising industries who are searching for ways to improve their understanding of cross-media consumption and effectively connect with consumers on different platforms.”

The research collaboration will initially focus on the linkage between multi-media consumption and social media usage. Additional research examining next-generation TV and cross-media advertising performance measurement solutions using passive tracking technologies will be conducted by the end of 2012. Findings from these efforts will be made available early in 2013.

About Symphony Advanced Media

Symphony Advanced Media (SAM) enables clients to assess cross-platform advertising campaign performance, optimize channel strategies and drive increased target-consumer response. SAM’s solutions provide an integrated view of consumer media consumption, purchase behaviors and brand attitudes. SAM’s innovative analytic methods deliver rapid strategic insights on advertising performance across all media including online, TV, print and mobile, and identify opportunities for improved marketing ROI. Clients include leading global brand advertisers in the media, automotive, financial services, pharmaceutical, consumer packaged goods and telecom industries. SAM is part of Symphony Technology Group (STG) whose portfolio of companies include Symphony IRI, Impact RX, Teleca and EYC. Learn more about SAM at www.symphonyam.com.

About CIMM

The Coalition for Innovative Media Measurement (CIMM) was founded by leading television content providers, media agencies, and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMM’s mission is to explore and identify new methodologies and approaches to audience measurement through conducting pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through return path data, and new methods for cross- platform media measurement. www.cimm-us.org

Current members are: A+E Networks, Belo, CBS Corporation, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group Mediabrands, LEGO Systems, Inc., Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, Univision Communications, Viacom, and The Walt Disney Company.

CIMM Press Contact

Mike Boccio
(212) 446-1867
mboccio@sloanepr.com

SAM Press Contact

L. Dickinson
(510) 557-5954
info@symphonyam.com

More from CIMM

‘Nutrition Label’ For Ad Data Will Spotlight Sources: CIMM’s Clarke (Beet.TV)