The Coalition for Innovative Media Measurement (CIMM) has developed seven criteria to measure cross-platform exposure of both content and ads, according to Jane Clarke, CEO and Managing Director of the organization.
Charlene Weisler, writing for Media Village, discusses these criteria:
-Go beyond panels, which are too limited in size and unable to account for out-of-home viewing.
-Shift to passive measurement and solutions, such as passive electronic measurement.
-Include Census data across all platforms.
-Measurement of individuals would be optimal, but measurement of households is also useful.
-Measure ads and programming separately.
-Develop common units of analytics and metrics for reporting.
-Implement an asset identification open standard.
Weisler concludes that the pace of cross-platform measurement solutions should accelerate with the CIMM criteria in place.
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