CIMM and SAM Link for Cross-Platform Ad Tests

In the US, the Coalition for Innovative Media Measurement (CIMM) has partnered with Symphony Advanced Media (SAM) to test new approaches to measuring cross-platform ad effectivness, directly linking figures from passive measurement of actual ad exposure to consumer response data.

Earlier this month, SAM expanded its capabilities to measure the impact of traditional advertising - including print, TV, radio and outdoor - on social media activity.

Its collaboration with CIMM will include new approaches to segmenting media consumers based on their social media profiles, activities, and influence through the analysis of Facebook and Twitter data, and linking it directly with media consumption.

SAM will collect data from its Media Insiders Panel, which focuses on three-screen and social media consumers, and uses proprietary apps to track media usage across multiple platforms.

The partnership will focus initially on the link between multi-media consumption and social media usage, then further research will examine next-generation TV and cross-media ad performance measurement solutions using passive tracking technologies.

Jane Clarke (pictured), CIMM MD, comments: 'As this collaboration progresses, we look forward to generating new insights for CIMM's member companies and those in the media and advertising industries who are searching for ways to improve their understanding of cross-media consumption and effectively connect with consumers on different platforms.'

Findings from the initiative will be made available early in 2013.