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Takeaways from CIMM’s 2018 Cross-Platform Media Measurement Summit

May 21st, 2018   ||    by Charlene Weisler   ||    No Comments

The Coalition for Innovative Media Measurement (CIMM) is on a mission—specifically, to facilitate an industry-standard form of cross-platform measurement. Stakeholders gathered at the Cross-Platform Media Measurement Summit this past February to discuss the pivotal issues in this area and present next steps toward achieving generally accepted standards. While some progress has been made, “There is still more work to do,” according to the organization’s managing director and CEO, Jane Clarke.

CIMM Mission and Manifesto

Keeping ahead of media technologies, maintaining the dialogue between frenemy companies for universal coding, and managing industry change are all part of CIMM’s ongoing attempt to improve cross-platform standards and bring more granular measurement to TV.

Currently, CIMM proposes that the TV advertising industry:

  1. Continue to foster competition among research and technology companies
  2. Support audience currency standards accredited by the MRC (Media Rating Council) for programming and advertising
  3. Measure as passively as possible across all media
  4. Develop hybrid solutions using census and panel data until an AI solution becomes available
  5. Make TV data representative by including smart TVs and STBs
  6. Measure out-of-home TV and digital
  7. Capture both individual and household performance in a privacy-compliant manner
  8. Demand transparency for audience segments and link identity data
  9. Implement standardized identifiers for programming and ads

Data Reigns

The value of data in programmatic cannot be overstated. As Greg Pharo, global director of advertising research and media analytics at Coca-Cola, noted, “While programmatic advertising varies by campaign goals and country, the common denominator is data.”

Claudio Marcus, general manager at FreeWheel, added that data is key to defining segments and measurement. “It is commonality.” Yet data is also complicated because, as Dan Aversano, SVP of ad innovation and programmatic solutions at Turner Ad Sales, stated, “Different advertisers are adopting different datasets, even by brands. We need consistency.”

Improving Local Measurement

While there’s been progress in completing a cross-platform content measurement standard, gaps remain, largely because of the ever-increasing amount of data from sources like smart TVs. And despite a strong commitment to improving local TV measurement, verifying ad exposure, and creating standard TV and cross-media attribution, there’s still no complete measure of unduplicated reach due to walled gardens and privacy issues.

For Clarke, CIMM’s manifesto is especially relevant for the future of programmatic TV. The industry needs a more efficient way to scale across media for planning and buying against advanced audience segments, and it needs a more efficient measurement supply chain for content and ads in real-time. “With the advent of ATSC 3.0, and with the only real addressable happening now at the local level, advanced advertising, especially as it relates to audience-based buying, represents the future for local broadcasters,” Clarke concluded. The right measurement tools will enable national advertisers to take advantage of everything local TV has to offer.

The State of the Industry

The industry is in a highly accelerating rate of change. We’re now in the third connected age, according to Rishad Tobaccowala, chief strategist at Publicis Groupe. The first was the hyperlink. The second was social and smartphones. The third is connecting to data through AI. “Data writes the software. Things are connecting to things,” he noted. There are new ways of connecting through voice, AR, VR. And it’s much faster than we anticipated.”

In addition, the industry is pivoting from targeted mass audiences to the individual. Tobaccowala believes technology will lead to less measurement of content or channels and more measurement of people. Lou Paskalis, SVP of customer engagement and investment at Bank of America, concurred, “We’re moving from one-to-many to one-to-one to compete for attention. We need more information about what matters to people.”

Finally, the industry is focusing on fraud, safety, and waste, to varying degrees of success. Bob Liodice, CEO of ANA, said his organization is learning how to control fraud, while George Ivie, CEO and executive director of the MRC, noted that “work is going on in eliminating waste. But fraud is an extremely difficult moving target.” He added that brand safety is a challenge because of the nuance of how close ads can fall to objectionable content, and how the ads are impacted.

Ultimately, the path to progress will rest on fresh leadership and the ability of the current leadership to embrace change and find commonality to develop protocols and measurements that can be used locally, nationally, and even across industries.

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