CIMM and TVB Launch Local Measurement Showcase

In the US, ARF subsidiary CIMM has partnered with local broadcast television industry trade association TVB, in a new initiative designed to showcase innovations in measurement and currency development across the local TV and video marketplace.

CIMM (the Coalition for Innovative Media Measurement) 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 program, which will also highlight new metrics and data collaboration, covers local TV and video businesses, TV platform providers, agencies and advertisers, measurement and data providers, DSPs and SSPs, promising to 'explore and profile the most impactful new offerings across the local market'. Outputs will be presented and published in an innovation 'playbook'.

The project is being delivered on behalf of the two organisations by local media measurement and insights professionals Patti Cohen and Matt Ross, in collaboration with members of both partners.

CIMM MD Jon Watts (pictured) comments: 'The local TV and video market is being transformed by a wave of innovation and investment, as buyers and sellers look for new ways of planning, targeting, measuring, buying and evaluating local campaigns. Sophisticated TV platforms, connected devices, big TV datasets, artificial intelligence and machine learning are being deployed to deliver real improvements. Much of this activity has been overlooked in recent years, and we're delighted to have this opportunity to work with CIMM's local members and the TVB to highlight some of the most important innovations and developments'.

The partners are calling for submissions of case studies that demonstrate improvements and innovations in the above areas, via local-innovations@cimm-us.org .

Web site: www.cimm-us.org and www.tvb.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.