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A New Age of Multi-Media Measurement

November 12, 2009

Posted by: Ann Fisher in Consumer

Currently, most advertising campaigns utilize multiple forms of media. This has been driven by audience fragmentation and the fact that multi-media schedules typically provide greater reach and results. Normally, one medium alone cannot reach the number of people it once did. Combining the delivery of different media types into a single, unified measurement is difficult; not all media types use the same delivery metric.
For example:
- TV/Radio = ratings
- Print = circulation/readership
- Online Banners = impressions
- Paid Search = click through
- Outdoor Billboards = DEC traffic counts

While agencies and advertisers have been asking for a unified measurement, no one has yet provided a solution. A group of advertisers, who have lost patience and are eager for a standard measurement, have formed the CIMM (Coalition for Innovative Media Measurement).

If it takes a coalition to apply pressure for this to happen, advertisers are in for a long wait. Furthermore, if a viable and profitable solution could be developed, research companies such as, Nielsen, Comscore, Arbitron, or the Audit Bureau of Circulation would have jumped on the opportunity to add this to their list of capabilities.