CIMM Launches Study on Use of Smart TV Viewing Data

In the US the Coalition for Innovative Media Measurement (CIMM) has launched a study evaluating opportunities to improve the use of Smart TV data in measuring advertising and programming.

A subsidiary of the Advertising Research Foundation (ARF), CIMM conducts research exploring two main areas: the current and future potential of TV measurement through the use of return path data; and new methods for cross-platform media measurement. The new study is led by long-time media measurement exec Caroline Horner (pictured), and will work with CIMM's members to identify and assess a range of practical initiatives to improve the use of Smart TV data for advertising and programming measurement purposes, including open watermarking solutions and metadata standardization.

Horner will be supported three advisors - Jonathan Steuer of Anonymous Media Research, Bill Harvey and Tom Morgan from MediaD.tv; as well as a Project Steering Group from CIMM's membership, including Howard Shimmel, Janus Strategy & Insights; Brian West, NBCUniversal Media; Helen Katz, Publicis Media; and Albert Lau, Omnicom Media Group.

CIMM MD Jon Watts comments: 'Available from tens of millions of households, Smart TV data captures viewing behavior on a second-by-second basis, and can support both content and ad measurement use cases. However, the ecosystem is fragmented with limited standardization, content identification reference libraries are rarely comprehensive, and measurement vendors have to determine how to deal with unidentified or unmatched fingerprints. Many industry participants believe that there are opportunities to address these issues and we're excited to work with our members to assess the various options'.

Web site: www.cimm-us.org .