Fast Forward

July 24, 2012

See also: Trick Play, Fast Forward Enabled, Fast Forward Denied

CIMM DEFINITION: One trick play mode of the DVR or PVR or TIVO which speeds up the video, often through commercials as part of Commercial Avoidance.

2: Allows viewer to go ahead to later portion of programming; image remains on screen throughout.

NOTE – If viewed in the fast forward mode is there any credit given to the network or program for commercial viewing? Some studies indicate that viewers still retain some amount of ad information while viewing in the fast forward mode.

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“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

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