The above video interview is from the Advertising Research Foundation Audience Measurement conference.
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More than a score of leading TV content providers, media agencies and large brand advertisers have formed a coalition to address the need for better measurement and understanding of the multi-platform, multi-screen media environment.
Jane Clarke, Managing Director of the Coalition for Innovative Media Measurement (CIMM), describes the process of framing the changing marketplace. First are planning tools to help efficiently get the right message to right people using the right media mix at the right time. Then come the campaign evaluation tools and assessment of ad effectiveness, including analysis of how cross-platform elements work together.
Among other activities, CIMM is currently conducting a proof of methodology initiative, called USA TouchPoints, that includes an iPhone app used by the sample to log activity, media consumption and mood every half hour. This data will be fused with that from existing media measurement services to create a more complete, consumer-centric audience analysis. If the tests are successful, the tool is projected to launch next year.
