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Making Measurement Make Sense: Time To Get Up To Speed

The document summarizes the 3MS (Making Measurement Make Sense) initiative, which aims to improve digital media measurement and planning. It discusses the objectives to create a common digital currency and metrics through industry consensus. Over 150 industry executives participated. The 3MS proposes a five pillar solution and outlines opportunities and issues for marketers, publishers, and agencies. It provides an overview of progress made in adopting viewable impressions and the timeline for implementation. The MRC is positioned to serve as the ongoing standards setting body.

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Carlos Díaz Warns
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58 views15 pages

Making Measurement Make Sense: Time To Get Up To Speed

The document summarizes the 3MS (Making Measurement Make Sense) initiative, which aims to improve digital media measurement and planning. It discusses the objectives to create a common digital currency and metrics through industry consensus. Over 150 industry executives participated. The 3MS proposes a five pillar solution and outlines opportunities and issues for marketers, publishers, and agencies. It provides an overview of progress made in adopting viewable impressions and the timeline for implementation. The MRC is positioned to serve as the ongoing standards setting body.

Uploaded by

Carlos Díaz Warns
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Making Measurement Make Sense

Time to Get Up to Speed Wednesday, July 25, 2012

www.measurementnow.net

Todays Speakers

Sherrill Mane SVP, Research, Analytics and Measurement, IAB Duke Fanelli SVP, Marketing & Communications, ANA Mike Donahue EVP, Strategic Partnerships, 4As

Guests: David Gunzerath, Ph.D. SVP, Associate Director, Media Rating Council John Frelinghuysen Partner, Bain & Company

www.measurementnow.net

Webinar Logistics

Q&A will follow todays presentation. Participants can type their questions in at any time.

www.measurementnow.net

3MS: Who Is Involved?

Facilitators:

Supporters:

50 industry executives served on steering committee and working teams. Over 150 others across the ecosystem participated.
www.measurementnow.net

3MS: What Is It?

A cross-ecosystem collaboration that will improve planning, buying and measurement of digital media and facilitate cross-platform comparison across ALL media...digital and legacy.

www.measurementnow.net

3MS: The Objectives

Create the right digital currency and metrics. Drive industry consensus around these solutions. Identify ongoing standards-setting body.

www.measurementnow.net

How Will 3MS Accomplish This?

By changing digital currency. Promoting standardization and transparency in measurement used for transactions. Addressing supply-chain issues that hinder best methods for evaluating how interactive ad units contribute to brand building.

www.measurementnow.net

3MS: Five-pillar solution for digital metrics

www.measurementnow.net

Marketer Opportunities & Issues


Opportunities: Adoption of viewability and eGRPs Brings greater credibility and confidence in digital metrics. Enhances cost effectiveness (ROI) of media spend. Supports and facilitates comparison across platforms, which helps to optimize allocations. Encourages and allows the use of better creative and inventory for branding. Issues: Move agressively on brand impact metrics Full adoption of viewability.

www.measurementnow.net

Publisher Opportunities & Issues


Opportunities: Brings greater credibility and confidence in digital metrics. Enhances digital medias ability to be part of cross-media brand allocations, not apart from. Improves brand impact measurement. Paves the way for standardizing measurement of the impact of interactivity on brand building. Simplifies brand transactions. Allows for optimizing and segmenting inventory, enhancing price/value elasticity. Issues: Solving for iFrames. Adjusting inventory and revenue forecasts. Implementing necessary changes to site design. Absorbing costs of the first round of change.
www.measurementnow.net

Agency Opportunities & Issues


Opportunities: Significant agency cost savings via

reducing discrepancies shortening bill pay cycle

Estimated savings: $50 to 100 million annually.

Issues: Re-educating and training planners and buyers to use the new tools.

www.measurementnow.net

3MS: The Accomplishments

Viewable impressions accepted by buyers and sellers. Pilot testing, to transition from served to viewable, almost complete. Creation of viewable based eGRPs underway. Development of new digital ad taxonomy and classification underway. Industry-wide implementation of viewable impressions expected during 1st Quarter 2013.

www.measurementnow.net

3MS Timeline

www.measurementnow.net

3MS: The Future

MRC is ideally positioned to serve as crossecosystem standards-setting body.


MRC exists to promote quality measurement. MRCs members represent a wide range of players from across the ecosystem. MRC is extremely well-versed in measurement standards setting, and has structural components in place to facilitate this process. MRC is aligned with concepts promoted by the 3MS initiative.
www.measurementnow.net

Contact Information

4As Mike Donahue [[email protected]] EVP, Strategic Partnerships Press Contact: Portia Badham [[email protected]] SVP, Communications

ANA Duke Fanelli [[email protected]] SVP, Marketing & Communications Press Contact: Luna Newton CooperKatz& Co. for ANA [email protected] IAB Sherrill Mane [[email protected]] SVP, Research, Analytics & Measurement Press Contact: Laura Goldberg [[email protected]] Public Relations

www.measurementnow.net

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