Jane Clarke

Articles by Jane All articles by Jane

• Are We Ready To Take The Red Pill? in MediaDailyNews on 04/23/2021
  

  Cross-platform measurement, not yet available, is the red pill for marketers: the unsettling truth of how people really consume media now.

• No Matter How You Add It Up, Cross-Platform Measurement Is In Demand in Television News Daily on 08/25/2020
  

  Roughly 16 different initiatives are currently underway to find the industry's Holy Grail: true cross-platform measurement.

• This Crisis Will Accelerate Change In Cross-Platform TV/Premium Video Measurement in MediaDailyNews on 04/14/2020
  

  Dramatic shifts in viewing behavior and buyers' and sellers' efforts to understand them will force a reconsideration of how quickly we need cross-platform measurement tools now made possible by highly granular, sophisticated data and measurement systems.

• Key to Cross-Platform Advertising Is Creating A Single Metric in MediaDailyNews on 10/01/2014
  

  There is a path for our industry to make true cross-platform measurement a reality - one that can bring both buyers and sellers together through the use of a single, unduplicated metric on which both sides can transact. Media companies would benefit by being able to sell against their entire audience, not just their digital or TV audience.

• Return-Path-Data Lexicon: The CIMM Lexicon 2.0 in TV Board on 06/28/2012
  

  GroupM Chairman Irwin Gotlieb stated at his keynote at the recent ARF Audience Measurement 7.0 conference, that the media industry needs to create standard measurement definitions. CIMM could not agree more. It has been our contention that the development of a common language would help facilitate the integration of Return-Path data into media measurement and move audience measurement forward in the digital media world.

• Return-Path Data Lexicon: 'Average' Reach Metrics in TV Board on 03/22/2012
  

  As with last week's column on Average Frequency, we examine the definitions of Frequency's companion metric, Average Reach. Interestingly, while Average Frequency definitions include interactivity components, so far the various definitions of Reach tend to remain television-centric. This might be because it is much harder to measure unique, unduplicated usage across platforms.

• Return Path Data Lexicon: Frequency in TV Board on 03/08/2012
  

  This week we explore frequency. When paired in the discussion of reach, frequency is the number of times each individual target has been exposed. But in another part of the media industry, definition of frequency is quite different. In the electronics realm, frequency is an electromagnetic wave cycle. That is the fun and the challenge of creating a common industry language.

• Set-Top-Box Lexicon: Time-Shifting in TV Board on 01/05/2012
  

  The act of commercial avoidance via fast-forwarding is an example of time-shifting behavior. More common however, is program time-shifting for viewing at one's convenience at a later time. The ability to time-shift has been a boon to viewers but a challenge to content providers, advertisers and researchers who have struggled to find the most significant and accurate metrics to reflect time-shifting behavior. C3 ratings was one agreed-upon standard metric to reflect commercial viewership plus three days of playback. There are also metrics to measure any content playback within the same day and any playback within the same week.

• Set-Top-Box Lexicon: Commercial Avoidance in TV Board on 12/22/2011
  

  DVR penetration is approaching critical mass. A large part of the hand-wringing over DVR roll-out is the fear of increased opportunities for consumer commercial avoidance. In the past, viewers could avoid ads by multitasking, muting via their remote or even leaving the room. Now, with relative ease, viewers can use their DVRs to skip commercials by fast-forwarding through them in trick play (Set-Top-Box Lexicon: Trick Play) mode. Not all trick play is commercial avoidance, but the ease and facility of the DVR trick-play capability arguably contributes to it. Here are some terms and definitions concerning commercial avoidance:

• Set-Top-Box Lexicon: Targeting Or Segmentation in TV Board on 12/15/2011
  

  Over the past few weeks, we have examined many privacy-related terms and definitions, including Anonymization, Encryption and PII. This week we examine Targeting and one of its corollaries, Segmentation.

Comments by Jane All comments by Jane

• Helping Industry Move To Cross-Media Measurement: Q&A With CIMM's Jane Clarke by Charlene Weisler (MediaDailyNews on 02/02/2021)
  

  Thanks Ed for cutting Tony off at the pass!  These are all good questions, and definitely would be (and are being) addressed by marketers and their agencies.  I don’t think anyone is advocating for only one metric.  However there does need to be a way to deduplicate reach across all media touchpoints with some kind of measure that can be agreed upon and that is common across media, that signifies an ad was delivered and had the opportunity to be seen.

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