Narrowcasting

July 25, 2012

See also: Slivercasting

CIMM DEFINITION: Choosing and feeding out different content to different segments of viewers based on demographic, geographic or lifestyle profiles.

2: A term also used to describe cable networks and their position in the marketplace vis a vis broadcast networks. Cable networks generally program and appeal to special interest sub-sets (and therefore narrow and niche segments) of the viewing population such as music or gardening or cooking, for example.

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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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