July 25, 2012
CIMM DEFINITION: The purchaser segment that is driving the brand’s current advertising ROI and which therefore should be chosen as the target for media selection purposes so as to maximize ROI. (Source: TRA, trademarked term)
“… Kicking the measurement can down the road just isn’t an option any longer. We are gonna start to make bad decisions, waste tons of money, and most importantly squander real opportunities if we don’t get the measurement figured out… I think CIMM is the best chance our industry has to accomplish this.”
“Different layers of research are necessary to solve all the questions the industry has… CIMM is filling in the knowledge gaps about multi-platform usage and its impact on advertising.”
“The challenge that we face as an industry is to develop solutions which provide advertisers a holistic view of their advertising, across platforms and media organizations. It is essential that they can optimize reach and manage frequency against target audiences, and ultimately demonstrate return on ad spend. CIMM was founded to help develop innovative solutions to these industry measurement challenges and continues be a leading voice and a facilitator of collaboration, a crucial role, es… Read more
“…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.”
“The responsibility for moving true cross-platform measurement forward and for advancing accurate television attribution is an industry wide responsibility, not that of individual companies. We, collectively as an industry, will adopt what works for measurement and attribution, and that is why the work of CIMM, as an industry body through which all segments of the industry can articulate their needs and decide a best path forward together, is so critical. It’s the industry’s voice and know… Read more
“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.”
“… CIMM is composed of some of the best minds in the industry. We’re on a journey to help set the future of measurement for the industry — not have the future happen to the industry.”
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