asiCast 188: Seeking consensus – the road to cross-media measurement
Is it possible to arrive at a consensus on the essential requirements for cross-media measurement? In this asiCast, our Research Director Richard Marks speaks to Julien Rosanvallon, Executive Vice President of Médiamétrie, about the aims of the working-group that Médiamétrie has pulled together to work on this and which held recently its first meeting.
Who is contributing to the work of this committee and is its approach consistent with the WFA’s initiatives in the UK (Origin) and in the US (Aquila)? Does this emphasis on a consensual approach across the industry get the support of Meta and Google? Both are no doubt aware of the opposition encountered in the UK and the US to a solution that many perceive to be imposed rather than agreed.
Is it possible at this early stage to recognise any consensus on the way forward in terms of principles and what are the open issues that are yet to be decided? In a video announcing the establishment of the committee, there is reference to ‘one committee, two measurements’ when it comes to editorial and advertising. Does this imply they need separate solutions?
There are many use cases for a cross-media currency, and Richard and Julien discuss how far many are currently within scope: the establishment of a planning currency; a post-campaign evaluation tool; a trading currency and a tool for optimising targeted addressable advertising. Is the ambition true cross-media measurement to include radio, outdoor, cinema or simply cross-platform video and online display which is the focus currently for Origin and Aquila?
The wider context to this important working-group is the regulatory framework introduced recently by the European Union to ensure consistent standards in the provision of audience measurement to the media industry. No doubt the work of Médiamétrie’s committee will make a significant contribution to the guidelines being developed by the Audience Measurement Coalition for submission to the European Commission. You can learn more about the Audience Measurement Coalition’s work here.
This year’s asi International Television & Video Conference will be held in Copenhagen on 5th-7th November.
Julien Rosanvallon talks with Richard Marks
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