EACA and WFA Join International Knowledge Exchange on Audience Measurement, Metrics and Data

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Launched this year by CIMM and egta, the Exchange brings together international industry organizations to discuss latest global audience measurement innovations, initiatives and solutions 

CIMM, egta, EACA and WFA to host next event on November 29 with speakers from NBCU, GroupM, Dentsu, Havas, Publicis, Attention Council, OpenAP, Omnicom, Unilever, PepsiCo, Deutsche Telekom, ANA, ISBA and more

The Coalition for Innovative Media Measurement (CIMM) and egta, have today announced that the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA) have joined their International Knowledge Exchange.

The Exchange, launched earlier this year by CIMM and egta, provides an opportunity for the international media and advertising industries to share insights about the latest measurement innovations, initiatives and solutions in the US and European markets during twice-yearly programmed events.

“We’re delighted  to have EACA and WFA join the International Knowledge Exchange, as we look to stimulate collaboration and better understanding in an increasingly international and interconnected marketplace,” said Jon Watts, Managing Director, CIMM. “CIMM’s members are keen to learn about the latest developments and innovations in measurement, new metrics and the use of data across the ecosystem – and spaces like the Exchange can play a hugely valuable role. We’re especially delighted to have the buy-side – the WFA and EACA – getting involved in the initiative.”

The first Exchange event with EACA and WFA will take place virtually on November 29th from [insert times], with senior executive speakers from The Attention Council, Dentsu, GroupM, Havas, Kantar, NBCU, OpenAP, Omnicom, Publicis, UM, ANA, ISBA/Origin, Unilever, PepsiCo, Deutsche Telekom, Ebiquity and more. 

Topics to be covered include:

  • The role of attention and its impact on both planning and activation strategies.
  • New approaches to measuring media value.
  • Preparing a market for cross-media measurement: How the entire Swedish media market, led by the advertisers, is collaborating to frame each media partners’ expectations, and how it aligns on definitions, metrics and limitations of each media. 
  • Innovating TV measurement in a small market: How an untraditional joint venture between the TV MOC and Red Bull in Austria is bringing a new measurement solution and an enhanced, census-centric and market-backed TV currency to market along with new analytics for broadcasters and advertisers.
  • The benefits of new solutions and industry innovation as the US transitions into a more competitive marketplace for TV audience measurement and currencies 
  • An update on the WFA’s global measurement initiative, developing foundational frameworks and global infrastructure fit for the future: what are advertisers looking for from cross-screen measurement – and why?

“Measurement as we know it is becoming more complex and competitive,” said Anders Rune, Head of TV Research, egta. “With new solutions, metrics, industry initiatives and frameworks being introduced – attracting both interest and investments – we’re delighted to have EACA and WFA join us in our effort through the Exchange to increase collaboration and understanding across markets.”

“The progression of our industry towards being more ‘pro-user’ and ‘privacy-first’ is to be encouraged,” said Matt Green, Director, Global Media Services at WFA.  “But this evolution is eroding much of the measurement infrastructure we’ve traditionally relied upon, making harder what was already a challenged discipline. New collaborations will increasingly be required to solve our measurement challenges. WFA is delighted to work with our partners spanning all corners of the industry on the International Knowledge Exchange” 

“The continued convergence of linear and on-demand TV – coupled with the possibilities in programmatic execution and data – is providing media agencies with increased opportunities to optimise advertisers’ budgets to real business outcomes,” said Johan Boserup, EACA Media Agency Chair and Global CEO Investment, OMG. “The EACA and its agency members are looking forward to discussing these new opportunities, and how we can collaboratively develop and adopt holistic measurement solutions to enhance transparency, and deliver optimum media value to advertisers.”

To learn more about the International Knowledge Exchange, contact: info@CIMM-us.org 

About CIMM

The Coalition for Innovative Media Measurement (CIMM) is comprised of leading TV and video content providers, media buying agencies, large advertisers, pay TV distributors, research and media technology vendors and consultants 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 its 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. For more information, visit www.cimm-us.org

About egta

egta is the global trade body for marketers of advertising solutions across multiple screens and audio platforms. The association aims to help its members transform, grow and diversify their business, i.e., the monetisation of TV and radio content across their linear and online portfolios. egta’s members are sales houses that monetise the content and commercialise the advertising space of both private and public TV and radio channels throughout Europe and beyond. egta’s network currently counts 160+ companies in 40+ markets. To learn more, visit www.egta.com.

About EACA

The European Association of Communications Agencies (EACA) represents more than 2500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. EACA promotes honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free-market economy and encourages close co-operation between agencies, advertisers and media in European advertising bodies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. For more information, visit www.eaca.eu. Connect with us on Twitter & LinkedIn.

About WFA

The World Federation of Advertisers makes marketing better by championing more effective and sustainable marketing communications. It is the voice of marketers worldwide, representing 90% of global marketing communications spend – roughly US$900 billion per annum. WFA connects the world’s biggest brand owners and national advertiser associations in more than 60 markets, bringing together tens of thousands of brands at local level. Together, they create a global network which offers a unique source of leadership, expertise and inspiration. For more information: www.wfanet.org

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