Taxi! CIMM Creates New Ad, Content Tracker
The Coalition for Innovative Media Measurement wants to create an industry standard to track entertainment content and ad messaging across all media platforms.
The big network/agency/advertiser media research group is starting up something called "Project: TAXI" -- that stands for "track-able asset cross-platform identifier," in response to what it says is the "growing difficulty that content rights holders and advertisers face in maximizing the value of assets."
Growing media fragmentation across many platforms is a main reason for the major research effort.
"Given the staggering increase in the volume of content available, it is harder and harder for media companies to track where and how often their assets are consumed -- whether on TVs, PCs or mobile devices," stated Jane Clarke, managing director of CIMM.
Key to the process is attaching "identification" tags to content or messaging, such as using Ad-ID, which is the ad identification system the 4As and ANA devised seven years ago.
CIMM has hired Ernst & Young LLP as its lead advisor to meet with industry executives to discuss the plan. Ekta Singh, Ernst & Young LLP's Advisory Partner, said: "Creating a universal standard for content and advertising asset identification could have numerous benefits to media companies."
CIMM says it will have some results for members by early 2011. The organization is partnering with the Association of National Broadcasters, the Interactive Advertising Bureau and the American Association of Advertising Agencies on the project.
Current CIMM members include AT&T, Belo, CBS Corporation, Carat USA, Comcast Networks, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group's Mediabrands, Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, PepsiCo, ConAgra, Publicis Groupe, Time Warner, Unilever, Viacom and The Walt Disney Company.