The Coalition for Innovative Media Measurement is working with Symphony Advanced Media to test new approaches to cross-platform advertising effectiveness, initially focusing on the linkage between social media and multimedia consumption.
In the research project, SAM will directly linking passive measurement of actual advertising exposure to consumer response data. In addition, the test will include new approaches to segmenting media consumers based on their social media profiles, activities and influence by analyzing Facebook and Twitter data and linking it with media consumption.
SAM will collect data from its Media Insiders Panel, which focuses on three-screen and social media consumers. The test will use the company's apps to track media usage across multiple platforms, including Facebook and Twitter.
The initial phase of the research will initially the relationship between multimedia consumption and social media usage. SAM will conduct additional research by the end of 2012 examining next-generation TV and cross-media advertising performance measurement solutions using passive tracking technologies. CIMM and SAM expect to release findings from the studies early in 2013.
"What we don't know about consumer behavior is starting to outweigh what we do know," SAM president and CEO Manish Bhatia said in announcing the CIMM project. "SAM is using its deep industry knowledge to create the insights the media industry needs to make informed business decisions surrounding new- and cross-media investments related to content and advertising. We couldn't be more excited to collaborate with CIMM and address business questions most relevant to CIMM members."
CIMM was founded in 2009 by media companies, ad agencies and marketers to foster new forms of cross-platform media measurement and audience measurement using set-top-box data. The coalition's backers have expressed frustration with the pace of innovation by Nielsen, the current industry standard for TV viewing measurement data.
Last month, CIMM released two separate studies, by comScore and Arbitron, which the group said demonstrate that building single-source, cross-platform panels to measure video audiences across at least three devices is feasible but that they face challenges in reaching scale.
CIMM managing director Jane Clarke said the coalition reviewed SAM's strategies and technologies over the last few months and "recognize[s] the solution set they are building addresses key media and advertiser questions."
"Uncovering new insights on multi-platform ad effectiveness -- and linking these to activities like social media engagement -- are increasingly valuable to advertisers and brands," Clarke said.
Current CIMM members are: A+E Networks, Belo, CBS, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group Mediabrands, LEGO Systems, Microsoft, NBCUniversal, News Corp., Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner Inc., Unilever, Univision Communications, Viacom and The Walt Disney Co.