Toronto, Sept. 08, 2023: Underpinned by a cross-media measurement needs and capabilities analysis conducted by the Industry Measurement Advisory Group (IMAG) the industry has achieved consensus and is now aligned on the following 3 key principles:
- Cross-platform deduplicated ad reach and frequency,
- Cross-platform ad optimization,
- Consistent impression-based viewable ad measurement, and
have reviewed and defined the requirements needs for cross platform video measurement.
IMAG was formed in June 2022 by the Association of Canadian Advertisers (ACA), Canadian Media Directors’ Council (CMDC), Association of Creative Communication Agencies (A2C), thinktv and Numeris to unify stakeholders from across the advertising ecosystem around the adoption of cross-platform video measurement. IMAG is led by co-chairs Catherine MacLeod (President & CEO, thinktv Canada) and Jennifer Holgate (Director, Cross Media Measurement, ACA).
“The commitment and collaboration of the distinguished participants to this initiative is something we all should be proud of” emphasized Catherine MacLeod.
The needs analysis was made possible through a collaborative effort inclusive of the following advertisers, agencies, broadcasters, digital publishers and associations.
- Advertisers: Bell, Campbell’s, Chartwell, CIBC, Dairy Farmers of Canada, Desjardins, Loblaw Companies Ltd., L’Oréal, Lowes, Metro, Nestlé, P&G, Subway, The J.M. Smucker Company, Toyota, Unilever
- Agencies: Cossette, Dentsu, Epitaph Group, GroupM, IPG, OMG, Publicis
- Media Companies: Amazon, Bell Media, CBC/Radio Canada, Corus Entertainment, Google, Meta, Rogers Sports & Media, TikTok, Quebecor
- Associations / JIC: A2C, ACA, CMDC, Numeris, thinktv
IMAG’s next step is for the Executive Committee to determine how to move forward on behalf of the industry.
“We look forward to the next steps for the industry as the IMAG Executive Committee navigates the path forward for cross media measurement. In addition to the participants of the needs analysis, we appreciate the work of the many companies and their teams for their subject matter expertise, transparency, collaboration, and willingness to work toward a quantum leap forward in industry measurement” says Judy Davey, VP Media Policy and Marketing Capabilities, ACA.
BACKGROUNDER
The ACA has been a participant of the World Federation of Advertiser’s (WFA) Halo program that is designed to expedite the implementation of a cross-media measurement solution globally.
The program is the only advertiser-driven, global, open source, neutral cross-media meas-urement framework. This enables the most advanced and scalable privacy-preserving technologies to allow advertisers to have a holistic view of their marketing – making it better and more meaningful.
The mandate of the ACA Cross Media Measure-ment Committee (CMM) is to oversee, expedite, and enable the collaborative implementation of a cross-media measurement solution in Canada, in an appropriate timeframe, maximizing learn-ing from other markets.
This program is based on the WFA North Star Principles found in the Halo Cross Media Measurement Framework.
The Industry Measurement Advisory Group (IMAG) was designed to unify stakeholders from across the advertising ecosystem around the adoption of cross-platform video measurement by undertaking an assessment looking at our local market needs, capabilities, and gaps.
The goal is to allow advertisers, and their agencies, to more accurately plan and optimize their media investments while respecting user privacy. The approach will transform the way media is measured and the outcome will be beneficial to consumers through a reduction in excessive ad exposure, as well as to the buy and sell sides of the media industry through an improvement in effectiveness and efficiency.