GroupM – a global media investment company – has outlined a roadmap directed towards measurement partners, to “drive the industry” towards improved cross-media measurement standards.
The company stated that measurement partners will need to incorporate feedback from the buyside (as well as input from the Association of National Advertisers), and gain universal acceptance and utilisation by all of GroupM’s media partners. Measurement partners will also need to provide traditional and digital partner coverage, while creating space to add new metrics (such as attention).
The company also affirmed the need for “fair and accurate audience representation” from its measurement partners and that they “move towards standardisation and greater transparency.” This requirement includes undertaking the MRC audit process, if they are not already accredited by the body. GroupM also wants its measurement partners to share new commercial models to fund measurement.
Kirk McDonald, CEO of GroupM North America, said: “Marketers are leaning into new tools and technologies to bridge the measurement gap, raising important questions about the accuracy and sustainability of panel-based measurement as changes in the digital media environment continue to accelerate beyond one currency.
“Outlining expectations with our measurement partners and working together to implement standards is critical to create real change that makes advertising work better for our clients and to better track our progress towards client growth goals.”
Matt Sweeney, Chief Investment Officer of GroupM US, commented: “The industry requires a robust measurement solution that can solve the problem of cross-screen reach and frequency and is representative of how consumers watch video. The industry agrees that panel-dependent measurement needs to shift to a transparent path built on a stable, reliable methodology and a foundation of proven technology, which captures the shift in viewer consumption habits.”
The company says that, for the 2022/2023 Upfronts and for the following year, it will continue to transact using Nielsen data, while alternative currencies (which include outcome-based approaches for some clients) will be used to shadow Nielsen deals. It is currently testing a range of measurement solutions – including iSpot, Comscore, Videoamp, and Nielsen One Alpha – with over a dozen of its largest clients, including: Unilever, Nestle, Ferrero, Domino’s, and Mars.
