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Announcements

  • Article

CIMM Announces Development of A Guide to Converged TV Measurement Providers In The US

Study with The Project X Institute and TVREV to provide an overview of the current ecosystem and a deep dive on cross-platform audience measurement providers New York, NY (December 1, 2021) – The Coalition for Innovative Media Measurement (CIMM), today announced its initiative to develop a Guide to Converged TV Measurement Providers, which upon completion will provide a landscape of the entire Converged TV measurement ecosystem in the U.S, as well as a comparative analysis of the companies who are conducting converged TV audience measurement. At a time of renewed interest in new measurement solutions, the goal of the Guide is to help all industry participants objectively understand the various players, their capabilities and services. Created in partnership with The Project X Institute and TVREV, the Guide will provide an overview of the current landscape and wider TV data ecosystem, as well as in-depth profiles of the major providers of cross-platform TV and video audience measurement services, including all forms of linear and streaming across all devices. “With the increase of streaming and viewing across connected platforms, new industry initiatives, buy-side demands for more comprehensive measurement and, of course, the growing range of providers, the pace of change at which the industry is now accelerating is rapid,” said Jane Clarke, CEO and Managing Director at CIMM. “This has propelled the need for us to take a look at the key converged TV measurement providers across and create an impartial guide to dispel any confusion that might exist across the industry.” The study will assess: • What is being measured – content, advertising, video starts, time spent, reach, frequency, etc. • Services provided, unique capabilities and differentiators • Key clients and retained customers • Key data sources for TV and digital video – set top box (STB), automatic content recognition (ACR), panels, etc. • Which platforms and services are being measured and at what level • Over the air measurement approach • Data integration methodology • Use of panels to assign “persons viewing” • ID resolution • Plans for managing future disruptions “Given the high levels of interest in converged TV measurement, and the subsequent high probability that this measurement will be the norm for many years to come, the time is now for us to take stock of the major measurement providers. Our plan isto create comparative profiles and key takeaways about the current state of the industry,” said Jon Watts, of the Project X Institute and Incoming MD of CIMM. “Alan Wolk and I are thrilled to collaborate with CIMM and its members and look forward to working with participating measurement providers to create this invaluable industry resource.” The Guide to Converged TV Measurement Providers initiative was announced today during a CIMM Webinar on “Demystifying Converged TV Measurement: Four Building Blocks.” Findings from the Guide will be presented at CIMM’s 11th Annual Converged TV Measurement and Data Summit on February 16-17, 2022. 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 Project X Institute The Project X Institute is an independent think tank and advisory group providing strategic advice and thought leadership for clients in the global media, technology, advertising, entertainment and sport industries. About TVREV TVREV is an analyst group comprised of veteran journalists and top executives from the TV and advertising industries. We help world-class agencies, networks, marketers, start-ups and established companies take advantage of the rapidly changing media landscape. We produce thorough reports on trending topics facing the greater media industry , such as OTT, blockchain, esports, addressable advertising, ACR and more. For more information, visit: https://www.tvrev.com/

  • Article

CIMM and the ARF Release Lexicon 4.0: A Common Language for Media Measurement

New York, NY (November 3, 2021) – The Coalition for Innovative Media Measurement (CIMM) and the ARF (Advertising Research Foundation), today announced the release of their fourth iteration of a common language for media measurement, Lexicon 4.0, which includes a compilation of terms and definitions for the industry. Originally developed in 2010 to create a common language that would facilitate the integration of Return Path Data (RPD), the Lexicon has since been updated in 2012, 2016 and now 2021 to emulate the expansion of the industry. Lexicon 4.0 now includes terms and definitions across the following categories: • TV & Cross-Platform Video Measurement (Converged TV) • CTV and OTT, Streaming Apps and Platforms • Interactive TV (iTV) • T-Commerce or Shoppable TV • Advanced and Addressable TV • Return Path Data and Set-Top Boxes, Cable & Satellite TV distribution (MVPDs) and vMPVDs • Smart TVs and ACR • Programmatic Buying & Selling • Dynamic Ad Insertion • Digital Ad Tech & E-Commerce • Virtual Reality • NeuroScience • Internet of Things • Artificial Intelligence and Machine Learning • Social Media • Walled Gardens • Fraud and Brand Safety • Privacy & Data Security “Since the inception of our Lexicon, the industry has witnessed innovations across a variety of areas – from cross-platform and connected TV, to the the digitization of content and advertising, privacy and data security, programmatic, AI and more,” said Jane Clarke, CEO and Managing Director at CIMM. “With these innovations came a natural opportunity for us to revisit the Lexicon, as we have done in years past, and work with the industry to update our common language to reflect the current state of media measurement.” Paul Donato, Chief Research Officer at the ARF, added: “We have long seen the need for the industry to have common languages to ensure we are all activating against the same terminology. Lexicons are a major undertaking well worth the investment, and this edition for media measurement is no exception.” Sourced from companies, committees, consortiums and organizations across the industry, Lexicon 4.0, which now has over 4,000 terms and definitions, can be accessed here: https://cimm-us.org/initiatives-2/cimm-lexicon/ 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 the ARF Founded more than 80 years ago, the ARF is dedicated to creating, curating, and sharing objective, industry-level advertising research to enable members to make a true impact on their advertising and build marketing leadership within their organizations. It has more than 400 members from leading brand advertisers, agencies, research firms and media-tech companies. For more information, visit www.thearf.org.

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CIMM Launches Study To Assess Method For Assigning Person Level Demographics To Machine-Level TV Exposure Datasets

Study to be conducted in conjunction with HyphaMetrics using company’s active and passive methodology for measuring ‘persons in room’   New York, NY (June 8, 2021) – The Coalition for Innovative Media Measurement (CIMM), today announced the launch of an initiative to better understand how time is spent across every platform available on TVs today, including Linear TV, OTT devices, Smart TV apps and video game consoles. The ‘Passive TV Measurement Study’ will be conducted in partnership with HyphaMetrics, a leading media metrics technology company that measures individual exposure to content, advertising, and brand integration across every viewing screen and smart home device as a single independent data source. CIMM will utilize  HyphaMetrics’ multi-layered methodology, which includes both active and passive methods in combination with  machine learning, to better understand  the unique behaviors of households for more accurate ‘persons in room’ measurement. The methodology can be used to assign person-level demographics to machine-level TV exposure datasets, such as those from Smart TV and Set-Top-Box (STB) Data.  While many in the TV industry are moving to the use of scaled granular TV datasets, calibration panels such as those utilized by HyphaMetrics can enable adjustment for data missing in these datasets. Using HyphaMetrics’ in-home panel, which captures individualized viewing behavior for an entire household across all media viewing environments, the study will assess the incremental value of accurate persons-level viewing detected using a multi-layer approach that includes Wifi, Bluetooth, Infrared, and machine learning. HyphaMetrics will compare its approach to persons-viewing data gathered in a simultaneous phone coincidental survey by a third-party call center. The pilot test will run over the next few months in 100 homes. “The industry has long sought to know, in real-time, who is watching what and in what format are they watching,” said Jane Clarke, CEO and Managing Director at CIMM. “With HyphaMetrics, we hope to establish the validity between the meter-detected person presence and the ‘in-the-moment’ source of truth from the phone survey to identify what TVs were on, what was being watched and which household members were in the room with TVs on.” “Through this study, we are looking to demonstrate how new technologies are better equipped to measure modern viewing behaviors in an environment that is less intrusive and more pleasant for panelists in comparison to the legacy active-only approach.” said Joanna Drews, CEO and Cofounder at HyphaMetrics. “Our method provides a more natural environment for collecting the most accurate person level viewing data resulting in the measurement of the exact moment of individual exposure to media across platforms and devices, and identify secondary viewers, such as someone entering the room after the primary viewer has logged in, along with child viewers who are known to be less compliant with an active-only approach.”   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 HyphaMetrics Hypha is an independent quality data supplier offering an all-encompassing view of what the world is watching. Our data expresses real human behaviors that builds a bridge between enterprise and society. Serving as the connective tissue across the media ecosystem, we provide the precise metrics necessary for trading, optimization, and analytics in today’s unique media environment. We leverage cutting edge technology and industry-accepted research methodologies to serve the marketplace with individualized Zero-Party Data.

  • Article

CIMM STUDY IDENTIFIES BEST PRACTICES FOR INTEGRATION OF SET TOP BOX AND SMART TV DATA

Research looks to spur creation of granular nationally representative data sets at the HH level for linear and streaming TV programming and advertising use cases   New York, NY (January 28, 2021) The Coalition for Innovative Media Measurement (CIMM), today released a study identifying best practices for integration of Set Top Box (STB) and Smart TV data. The research, which will be presented and discussed at the 10th Annual CIMM Cross-Platform Video Measurement & Data Summit, held virtually on February 3rd and 4th, is designed to assess the strengths and weaknesses of Smart TV and STB data and identify best practices for combining them at the household level. Both datasets are complementary, and the combination comes closer to creating granular nationally representative data sets for linear and streaming TV programming and advertising use cases. The study was conducted for CIMM by Pre-Meditated Media and Janus Strategy and Insights. “Set Top Box and Smart TV ACR data sets have quickly gained an influential marketplace position as metric sources for planning, optimizing and post evaluation of TV transactions,” says Jane Clarke, Managing Director and CEO of CIMM.  “Simultaneously, demand for analytics that allow advertisers and agencies to precisely plan digital video and CTV on top of linear is rapidly accelerating. As a result, there is a growing industry need to bring standardized second-by-second representative TV datasets into cross-media measurement systems in order to combine them with comparable exposure data for digital video.” The research was conducted in two phases. In the first phase, a review of Smart TV ACR and Set Top Box providers was conducted to collect general understanding of the approach of each, including sample size, data captured and reported, data processing rules. The second phase was to review existing methods used to integrate Smart TV ACR and Set Top Box providers, ranging from matching methods at the device and household level as well as the co-mingled processing of viewing data. The two phases were then combined to identify best practices.  In total, researchers reviewed the practices of 18 companies including leading MVPDs, OEMs/Smart TV Providers and third party integrators. Phase 1 findings included:

  • General application of data beyond TV currency
The study found that at this time, virtually all applications of Set Top Box and Smart TV ACR are geared for attribution, measurement, optimization and campaign management versus the creation of new audience measurement currency
  • Sample size versus representativeness
Some providers and processors in the analysis make data available from the matched portion of their data sets without modeling the remaining consumers.  The rationale offered for this approach is that matched sample sizes are sufficiently large and representative to assess results. But the study found this assumes that demographics account for viewing differences between matched sample and unmatched sample. There currently is very limited transparency into the depth of weighting utilized by each provider. Weighting schemes are based on consumer data such as provided by Experian; but generally there is no attempt made to correct for any potential biases in underlying Experian data
  • TV data processing, while not standardized across data providers and third-party firms, is far more systematized within individual organizations versus 3-5 years ago, for example.
The researchers noted that procedures for data ingestion, integration and formatting are in place as well as are editing rules. Additionally, algorithmic rules for filling data gaps, e.g., Smart TV ACR distinguishing DVR and VOD, modeling room in house and using in weighting scheme, residence vs. non-residence is still a work in progress Phase 2 findings focused on identifying five stages of best practices for commingling STB and Smart TV ACR data:
  • Stage One - Data set selection - best practices
    • Utilize Set Top Box data sets that span multiple traditional/virtual MVPDs and Smart TV ACR data providers to ensure representativeness of viewer footprint and amplification of complementary measurement properties of both data collection techniques
    • Recognize diversity of household TV access on tuning behaviors that reflect changing landscape of TV viewing and apply consistent definition and sample inclusion of Over-The-Air, Pay TV, and Broadband-Only homes
  • Stage Two - Establish match and commingling design - best practices
    • Use tuning data from homes with Set Top Box-to-Smart TV ACR device matches to inform calibration of combined data set estimates, including un-matched homes. Three core cells emerge:
      • Set Top Box only, Set Top Box/Smart TV ACR and 3. Smart TV ACR only
  •  Stage Three - Match execution - best practices
    • Deploy high quality matching agent, able to match on postal and IP address
    • Leverage HH device graph to ensure representation of Over-The-Air, Pay TV and Broadband-Only homes
    • Validate match process -Smart TV ACR tuning matched versus unmatched homes; Set Top Box tuning, matched versus unmatched homes; Demographics of matched homes to total U.S.
    • Ask IP match provider questions regarding quality of data records such as recency, churn rate, deterministic vs. probabilistic, life span, etc.
  •   Stage Four - Calibration & Weighting - best practices
    • Key calibrations made to data sets
      • Set Top Box adjustments to Smart TV ACR - # of sets in home, DVR/VOD, backfill reference for ACR signature library
      • Smart TV ACR adjustments to Set Top Box – CTV access/tuning, set-on/set off, on-screen ad exposure
    • Apply weights to four benchmark cells
      • S. demographics, TV access universe, tuning metrics, geographics
  • Stage Five – Validation – best practices
    • Validate universe and tuning estimates
“There are multiple potential use cases for more granular integrated data sets,” says Gerard Broussard, President of Pre-Meditated Mdia. “These include for TV audience ratings, campaign planning and optimization, addressable TV campaign activation and measurement, de-duplicated reach and frequency with digital video and CTV and attribution or outcome measurement. The key is to establish the best approach to integration and our analsysis creates a solid framework for that.” “The feedback we have received in our research bodes well for the future development of granular Set Top Box/Smart TV ACR data sets that support advanced targeting and placement optimization on linear TV,” said Howard Shimmel, President, Janus Strategy and Insights.  “What we are seeing is that Integration processes are maturing, enabling more flexibility and potential for standardization; STB and Smart TV ACR data formats already possess some similarities; there is a degree of consistency in metadata already occurring and experimentation is accelerating.  All that suggests that the path to integration is taking shape. Our hope is that with the findings of this report that providers will begin to implement the best practices outlined.” “Best Practices in Combining Smart TV (ACR) and Set Top Box Data Phases 1 & 2” is available for download at www.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 Janus Strategy & Insights Janus Strategy & Insights provides ongoing research consulting for both national and global companies, bridging the TV and streaming digital divide. A leader in strategy and positioning, they focus on emerging developments in attribution, advertising, and data to inform how audiences engage and act. About Pre-Mediatated Media Pre-Mediatated Media was founded by Gerard Broussard, an advertising research advisor with a broad diversity of experience covering digital media, audience measurement, ROI modeling, media strategy and marketplace analysis. Gerard has been most recently active in the areas of programmatic TV, addressable TV, online video ad viewability and impact of social/mobile TV. Gerard’s clients include many major names in social, mobile and search media as well as research/measurement firms. He has been a guest lecturer at Columbia University’s graduate business school. Gerard is active in many industry associations and served as Chairperson of the Advertising Research Foundation’s Online Media Council. Gerard earned both his B.B.A. and M.B.A. from Baruch College of the City University of New York.

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TV Attribution Outcomes Vary Widely Among Providers Due To Inconsistent Data Inputs

CIMM/4A’s report says methodology, rather than technology, is root cause of TV attribution outcome differences; calls for more stringent media measurement standards 

New York, NY (September 23, 2020) – The inconsistency of key television attribution inputs used by providers, not technology, is the main cause of variance in outcome measurements, according to a report issued today by the Coalition for Innovative Media Measurement (CIMM), in conjunction with the 4A’s Media Measurement Task Force.

The analysis, which looked at the practices of eleven leading TV attribution providers, found that more stringent media measurement standards are required to ensure attribution results that are consistent and comparable from provider to provider, with exposure data, more than occurrence data having the biggest impact on outcome results. The report calls for the addition of standardization, such as commercial IDs similar to Ad-ID, for identifying occurrences and in defining exposure and reach.

“Getting Attribution Right: An Exploration and Best Practices for Television Data Inputs in Attribution Modeling,” was presented as part of The ARF’s AudiencexScience virtual event.  The study was conducted by Sequent Partners and Janus Strategy and Insights and was designed to define best practices for better representation of television in attribution models. It is the fourth white paper in a series commissioned by CIMM and 4A’s examining TV attribution and was structured around two main variables: key inputs of ad schedules and ad exposures across attribution providers.

Additional findings include:

  • Occurrences and exposure data are highly inconsistent across providers: The accuracy of spot detection and all of the different exposure data elements—GRPs, Reach, Frequency—differ from provider to provider. Identifying and the counting of exposures, or impressions, should be standard starting points. How providers then connect the dots from exposures to outcomes should be their points of difference. If they are all identifying different occurrence levels and evaluating different exposures, then they may as well be evaluating different campaigns.
  • Lift outcomes differ significantly: Because of the differences in both occurrence and exposure data, measurement of lift provider to provider yielded different results, both in terms of magnitude and direction of lift.
  • Provider exposure data impacts lift results more than occurrence data: The study found that while there are differences between providers for both occurrence data and exposure data, the differences in exposure data are a much larger contributor to differences in lift measurement.
  • Methodology, rather than underlying technology, drives results: For both occurrence data and exposure data, the underlying data elements—monitoring of network signals to create an accurate ad occurrence file, ACR and/or set-top box data that measures what households are viewing—are similar. The methodology of converting that data into final ad occurrence files and exposure data, including weighting, editing and other data processing rules, is believed to be the cause of the differences between providers.

“Earlier this year, we set out to uncover what drives the difference in attribution results across industry attribution providers, each offering varying approaches, including relying on different modeling techniques and data sources,” said Alice K. Sylvester, partner, Sequent Partners. “While the findings of our study do not necessarily tell us how to solve for the attribution inconsistencies our industry currently faces, they do clearly indicate the need for the standardization of naming, definitions, and categorization and more careful quality assurance procedures.”

“In order to bring more transparency to attribution and move the industry toward new forms of measurement, we need to understand more about the sources of TV data, how accurate they are and what needs to be worked on,” said Jane Clarke, managing director and CEO, CIMM. “The industry will not be ready for true ad measurement until we have a better way to verify ad logs and can get fully accurate, representative samples.”

Howard Shimmel, president, Janus Strategy and Insights, added, “The importance of attribution to media companies, advertisers and their agencies grow each day. The industry is blessed by having so many high quality providers. Our hope is that this report provides a roadmap for providers to improve their offerings and at the same time reduce the dramatic differences between providers.”

The report provides three recommendations for TV attribution moving forward:

  • For the industry: Establish standards to ensure that data is organized comparably across providers. Ad-ID and the standardized commercial IDs it affords could definitely assist modelers to align the data, eliminate coding errors and reduce the time associated with data reconciliation.
  • For users: Before proceeding with an attribution study, make sure your occurrence data are validated. This might require using a specific validation study to ensure your data inputs are accurate. Otherwise, while directional guidance for tactical optimization may be trustworthy, ROAS or ROI estimates may be risky.
  • For providers: Test your QA procedures to ensure accuracy and be prepared to adopt industry standards as they are developed.

“Getting Attribution Right: An Exploration and Best Practices for Television Data Inputs in Attribution Modeling” is available for download at www.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 Sequent Partners

Sequent Partners is a consulting firm specializing in brand and media metrics. Founded in 2003, they help clients link marketing activities to financial outcomes. They focus on accountability, ROI and innovative metrics that matter. Sequent Partners recently conducted studies of current practices in marketing mix models, long-term effects of advertising, ROI measurement for Hispanic media and word of mouth marketing, among other topics, in addition to their proprietary consulting for advertisers and the media. www.sequentpartners.com

About Janus Strategy & Insights

Janus Strategy & Insights provides ongoing research consulting for both national and global companies, bridging the TV and streaming digital divide. A leader in strategy and positioning, they focus on emerging developments in attribution, advertising, and data to inform how audiences engage and act.

About The 4A’s

The 4A’s helps empower its members to deliver insightful creativity that drives commerce and influences culture, all while moving the industry forward. The organization is dedicated to, and vested in, its members’ success, just as it is dedicated to helping brands create, distribute, and measure effective and insightful advertising and marketing. The 4A’s provides community, leadership, advocacy, guidance and best-in-class training that enable agencies to innovate, evolve and grow. In 1917, the 4A’s was established to promote, advance and defend the interests of its member agencies, their employees and the industry at large. After 100 years, the 4A’s continues to support the evolving needs of its community. Today the organization serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. 4A’s Benefits division insures more than 160,000 employees and its D.C. office advocates for policies that best support a thriving advertising industry. The 4A’s Foundation fuels a robust diversity pipeline of talent for its members and the marketing and media industry, fostering the next generation of leaders.

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CIMM Announces 12 New Members

  Coalition of leading TV/premium video-based content and technology providers, media agencies and advertisers welcomes Ampersand, Charter, Data ImpacX, Dativa, IRI, Janus Strategy & Insights, LiveRamp, New York Interconnect, Sequent Partners, Tru Optik, TVSquared and VideoAmp New York, NY, May 5, 2020 – The Coalition for Innovative Media Measurement (CIMM) today announced that Ampersand, Charter, Data ImpacX, Dativa, IRI, Janus Strategy & Insights, LiveRamp, New York Interconnect, Sequent Partners, Tru Optik, TVSquared and VideoAmp have joined as its newest members. As members of CIMM, the companies and associations will partner with industry leaders to bring more focus to new forms of TV and cross media measurement and collaborate on solutions and thought leadership that will drive innovation. In doing so, the organizations will help equip marketers with valuable insights and practical expertise. Current CIMM initiatives include a best practices study to bring more transparency to the data inputs for TV Attribution and an initiative to standardize metadata describing ads and ad formats to provide greater efficiency and accuracy to the analysis of ROI for cross-platform ad campaigns. “Now more than ever, it is important to bring new granular TV data and cross-media products to market as they will provide more visibility into TV/video viewing behavior in today’s rapidly-changing environment,” said Jane Clarke, CEO and managing director of CIMM. “I am thrilled to welcome eleven, forward-thinking companies in media measurement as CIMM’s newest members to help us adapt to the accelerating change in how quickly we need cross-platform measurement tools as a result of the dramatic shifts we are seeing in viewing behavior.” For more information on the benefits of CIMM membership, visit: www.cimm-us.org   About CIMM The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers 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 our 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.

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CIMM Launches Best Practices Study on Combining Smart TV and Set Top Box Data

The report will explore how both datasets complement each other and together can provide some of the data that the other lacks to create more nationally representative datasets of TV tuning New York, NY, May 1, 2020 – The Coalition for Innovative Media Measurement (CIMM) today announced the launch of a new study with Pre-Meditated Media and Janus Strategy & Insights to develop best practices in the emerging approach to building large scale, granular data sets to measure all forms of TV viewing by combining the anonymous viewing data from both Smart TVs and Set Top Boxes (STBs) in privacy-compliant ways. Smart TV data can not only provide a broad footprint of data spread geographically across the country, but it can also help to refine the edit rules used for STB data. On the other hand, STB data provides a fuller picture of TV tuning for the majority of TV sets in a household. The combined datasets still lack data on the viewing of broadcast networks in homes without either broadband access or pay TV subscriptions – so called “over-the-air (OTA)” households. However, the combination comes closer to providing data on the majority of U.S. households, which can then be further calibrated to provide the OTA viewing via more traditional panel methodology. Additionally, panels are still required to understand who is in front of the TV set, and how many people (co-viewing). Through this study, CIMM hopes to bring further transparency and industry confidence in using these new hybrid (data + panel) approaches to TV measurement that are gaining acceptance. The study will be conducted in two phases:

  • Phase 1 – Review of ACR and STB Providers available in market, including sample size, data captured and reported, data processing rules and availability through expert interviews with providers and aggregators to identify implications for next steps
  • Phase 2 – Review of Existing Methods Used to Integrate ACR and STB Providers to learn about best practices and potential obstacles through expert interviews with companies currently integrating these data sets to identify specific design recommendations for creating an integrated reporting system
“STB data are currently being made available to some media measurement vendors (and also to audience-based planning and buying platforms); however, none of the vendors analyzing such data have a nationally representative footprint,” said Jane Clarke, managing director and CEO, CIMM. “This study aims to examine how Smart TV data can complement STB data to increase the value of the combined datasets.” “Smart TVs can report viewing data in near real time, but the ACR data collected don’t represent all TV sets in the average home. STB data are sourced from a much larger household footprint than Smart TVs, however, calibrating the STB signals to viewing metrics and matching program names adds more time to the reporting process,” said Gerard Broussard, principal, PreMeditated Media. “We hope to find how, perhaps by combining the data, there might be a better solution for releasing more accurate tuning data on a timely basis.” Howard Shimmel, president, Janus Strategy & Insights, added, “Our goal is to provide the industry with an understanding on how to leverage Smart TV and STB data together, not only helping to improve data quality within a household, but to create a blueprint for more nationally representative, deterministic TV viewing datasets that can be used for cross-platform planning, activation and measurement.” Results of the study will be identified in a report to be released later this year.

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About CIMM The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies, advertisers and TV/video distribution companies, along with research and technology vendors and consultants. CIMM aims 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 our 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. About Pre-Meditated Media Gerard Broussard, Principal, Pre-Meditated Media, is an advertising research advisor with a broad diversity of experience covering digital and TV media, audience measurement, media strategy and marketplace analysis. Gerard has been most recently active in the areas of advanced targeting on TV, evaluating the quality of commercially-available target segments, programmatic digital and TV, addressable TV, Audio Content Recognition measurement and online video ad viewability. Gerard’s client list has spanned advertisers, media publishers, market and media research firms and major trade organizations. He has published many key industry reports, covering the topics of data quality for CIMM (Coalition of Innovative Media Measurement), advanced TV development (eMarketer), Efficacy of Modeled Target Segments for CRE (Council for Research Excellence) and digital programmatic in-housing for the IAB (Internet Advertising Bureau). About Janus Strategy & Insights Janus Strategy & Insights provides ongoing research consulting for both national and global companies, bridging the TV and streaming digital divide. A leader in strategy and positioning, they focus on emerging developments in attribution, advertising, and data to inform how audiences engage and act.

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CIMM Releases State of Addressable TV Findings

Compiled following a CIMM members-only Addressable TV workshop, report provides key themes and takeaways from industry leader presentations, case studies and panel discussions   New York, NY, October 15, 2019 – The Coalition for Innovative Media Measurement (CIMM) today released a report titled “Addressable TV and Implications for the Future of TV Measurement.” The report is a summary of a CIMM members-only workshop held in New York City on July 31, 2019.   CIMM formed the Addressable TV workshop to enable industry leaders to better understand the near-term outlook for addressable TV and its impact on TV measurement. As national TV networks embark on offering addressable inventory, there are not only technical and business challenges, but also challenges with standardizing data as well as reconciling measurement for addressable and non-addressable inventory.  The event featured presentations, case studies and panel discussions from addressable TV ecosystem members on both the sell side (media and distribution firms) and the buy side (media agencies).   Speakers at the CIMM workshop included industry leaders from Cadent, Xandr, Sling TV (DISH Media), NCC Media (now Ampersand), Publicis, Merkle, Nielsen, Inscape and more.   Prepared by Gerard Broussard, principal at Pre-Medidated Media, the report contains key takeaways across 5 themes:  

  • Complexity with a payoff – Currently, Addressable TV is operationally challenging to execute. However, successful addressable campaign results amassed during the past several years indicate the labor intensity of coordinating transactions across multiple addressable platforms with potentially disparate data sources and targets is worth the effort.
  • Emerging Addressable Tactics – Addressable tactics used to achieve superior ROI have expanded beyond granular precision targeting and now include more advanced placement approaches such as frequency capping and targeting across multiple consumer sub segments to further reduce waste.
  • Addressable Inventory Expansion – Commercial overlays appearing on Smart TV sets within national network TV inventory is the next potential source of addressable ads, beyond what is provided by MVPD platforms. Four operational issues need to be addressed to achieve progress in this pursuit: the development of contractual agreements, a pricing model, consumer target and data source standardization and the uncoupling of measurement and reporting for addressable spots
  • Smart TV Implementation – Two organizations are currently testing solutions for national networks to implement Dynamic Ad Insertion (DAI) on Smart TVs: Project O.A.R. (Open, Addressable, Ready) and Nielsen.  At the CIMM Workshop, both presented their approaches.
  • Data Standardization and Data Quality – Standardizing data sources across addressable platforms and other forms of TV video, i.e., Linear, data-driven Linear, VOD and connected TV (CTV) is the ideal scenario for implementing addressable TV, or all TV for that matter. But consistent addressable campaign success suggests that the use of disparate TV viewing and consumer data sets, while sub optimal, appears to be workable for the moment.
To read the complete summary, including the event agenda, please visit: cimm-us.org About CIMM The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers 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 our 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.

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As True Cross-Platform Measurement Draws Closer To Reality, Business Issues Such As Planning, Buying and Attribution Gain Focus

CIMM provides industry with update on state of cross-platform measurement at 8thannual summit New York, NY, February 7, 2019 –The Coalition for Innovative Media Measurement (CIMM) today hosted executives from across the media buying and selling industries at the 8thAnnual Cross-Platform Video Measurement & Data Summit – the industry’s annual gathering to assess the state of cross-platform audience measurement and bringing more granular measurement for TV viewing. The Summit provided an up-to-date look at the state of cross-platform measurement from the point of view of marketers, media companies, agencies, video distributors and new TV “platform” providers. In her opening remarks, Jane Clarke, CEO and managing director, noted that many industry initiatives have made notable progress over the past year, with CIMM particularly supporting the launch of TAXI Complete. The initiative, which is a joint effort between CIMM, Kantar Media, Ad-ID and EIDR, was launched following publication by SMPTE of Kantar Media's audio watermarks as open standards for binding identifiers into advertising and content. The watermarks enable automation of workflows and provide the foundation for a host of advanced advertising capabilities. While many critical issues such as how to de-duplicate viewers across all platforms still need to be resolved, many of the technological components needed for cross-platform measurement are coming to fruition, and Clarke says the time is now right for a closer look at some of the business issues relating to this new measurement reality. "There is certainly still much work to be done, but great progress has been made over the past few years in advancing critical technologies needed for cross-platform measurement," says Clarke.  "As that reality of being able to accurately measure audiences across platforms nears, it is time to consider how our business will change. Functions such as media buying, media planning and the impact upon attribution analysis will all be profoundly impacted and there is a need to foster an industry discussion as to what that future will look like." Attribution took particular focus at the Summit, with the introduction of an analysis commissioned by CIMM and the 4As. The TV Attribution Provider Guide, developed by Sequent Partners, provides the industry with a comprehensive analysis and comparison of the major attribution companies working in television today and their approach. Additional sessions included:

  • Krishan Bhatia, EVP, Business Operations & Strategy at NBCUniversal discussed the future of TV measurement, advanced advertising and TV buying platforms in a Fireside Chat.
  • Major buyers and sellers of cross-platform premium video discussed the business issues, including Rob Master, VP, Media & Consumer Engagement, Unilever; David Cohen, President, North America, MAGNA; Laura Nathanson, EVP, Revenue & Operations, Disney Advertising Sales; along with Janet Baylis, Global Advisory Leader, Media & Entertainment, EY.
  • A discussion on potential new cross-media currency metrics was moderated by Louis Jones, EVP, Media & Data at the 4A’s, and included as panelists George Ivie, CEO & Executive Director of the Media Rating Council; Kavita Vazirani, EVP, Insights & Measurement, NBCUniversal; Brian Hughes, EVP, Audience Intelligence & Strategy, MAGNA; and Jim Dravillas, Head of Advertising Research, Google.
  • Jack Smith, Chief Product Officer, Global Investments, GroupM gave highlights from the CES tour he is now conducting (following in the footsteps of Irwin Gotlieb), and helped us to look around the corner at what’s next for media & measurement.
-end- About CIMM The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers 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 our 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.

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While Optimistic And Enthusiastic About TV Attribution, Industry Leaders Want Better Visibility Into How Providers Are Approaching Measurement, Data and Implementation

CIMM and 4As Present TV Attribution Providers Study at 8th Annual CIMM Cross-Platform Video Measurement and Data Summit New York, February 7, 2019 -- While industry leaders express optimism and enthusiasm for TV attribution, they also are looking for greater visibility and understanding into how leading providers conduct the practice. The finding is part of a comprehensive review of the state of TV attribution, commissioned by the Coalition for Innovative Media Measurement (CIMM) and 4A’s Media Measurement Task Force, and presented today at the 8th Annual CIMM Cross-Platform Video Measurement and Data Summit. The report, “Television Attribution—Overview, Key Topics and a Comparison of Leading Providers,” developed by Sequent Partners, shows an industry expressing excitement about attribution while acknowledging that not every attribution solution solves for every campaign goal. The report addresses this state in a guide to leading providers of TV attribution that summarizes their differing approaches and what each provider offers. The study was limited to providers that match Smart TV or Set Top Box data at the household level. CIMM and 4A’s commissioned the study “to shed light on current practices, demystify the science behind the modeling approaches and analytics, delve into strengths and weaknesses of data supporting the models, and offer a means of comparing the major providers.” The report is a follow-up to research the organizations commissioned in 2018 and which was also conducted by Sequent Partners that compared the offerings of 26 companies in digital, cross-channel, multi-touch and TV attribution and marketing mix modeling. In interviews conducted by Sequent Partners with members of CIMM and 4A’s, industry leaders expressed significant interest and hopes for TV attribution, but they also identified several concerns:

  • How is TV analyzed measured?
    • Sequent Partners found that industry leaders were unsure if all forms of TV were being measured (linear, VOD, addressable, short digital video on connected TVs, computers or mobile, and premium TV on connected TVs, computers or mobile) and whether the complete impact of TV on brands was being taken into account
  • Dealing with a knowledge gap
    • Leaders saw a gap between researchers and providers in general knowledge of TV and in understanding the industry’s unique language and practice. Leaders also want to see an end to overselling and over-promising of attribution studies
  • Data questions
    • Those interviewed were unsure about how providers were disentangling data integration issues and overcoming the challenge of creating representative datasets
On the whole, industry leaders expressed much hope for continued advancement in TV attribution and were optimistic as to the direction the field was taking. “The report shows an industry that is still familiarizing itself with attribution as a practice as well as with a provider community that is using widely different data, measurement techniques and approaches to application,” says Jim Spaeth, partner, Sequent Partners. “Because this is a practice that is still developing, it is important that clients ask providers questions about these areas and request sample data until they are satisfied that their business objectives are being met.” “What’s important at this early stage is not becoming enamored of glossy models and cool applications,” says Alice Sylvester, partner, Sequent Partners. “We have to keep an eye on making sure the fundamentals of how advertising and television work are being addressed in the models. We also need to keep in mind how television advertising impacts the brand long-term. As attribution continues to grow, we can’t ignore long-term effects in favor of exceeding short-term effects.” The study, conducted through questionnaires and interviews with participating providers, included only those attribution providers using device or household-level TV exposure data. Providers of TV attribution who do not take this approach were not included in the study. However, as this is a rapidly growing area of research, some vendors may not have been included. Providers examined in the report include 605, Alphonso, Analytic Partners, Conversion Logic, Data Plus Math, IRi, iSpot.TV, Marketing Evolution, Neustar, Nielsen Catalina, Nielsen, Placed, Samba TV, Tru Optik and TV Squared. A copy of the report can be downloaded at www.cimm-us.org. About CIMM The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers 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 our 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.   About 4A’s Founded in 1917, the 4A’s was established to promote, advance and defend the interests of our member agencies, their employees and the industry at large. The organization serves 700+ member agencies across 1,300 offices, which control more than 85% of total U.S. advertising spend. As the leading trade organization for marketing communication agencies, the 4A’s purpose is to help empower its members to deliver insightful creativity that drives commerce and influences culture, all while moving the industry forward. The organization provides community, leadership, advocacy, guidance and best-in-class training that help enable agencies to innovate, evolve and grow. The 4A’s Benefits division insures more than 160,000 employees, and its D.C. office advocates for policies that best support a thriving advertising industry. The 4A’s Foundation fuels a robust diversity pipeline of talent for its members and the marketing and media industry, fostering the next generation of leaders. The organization is dedicated to, and vested in, our members’ success just as they are dedicated to helping brands create, distribute, and measure effective and insightful advertising and marketing. Visit the 4A’s at www.4as.org.