November 16, 2022 | Authored By
Last week, we gathered 100 leaders from across our industry–including top brands and agency executives, trade body leaders, ad tech partners, measurement providers, and buying platforms–for the fourth meeting of the Measurement Innovation Forum. And while it’s only been a year, we had a lot of progress to celebrate. Here are four key highlights from the Forum’s first year:
1. We developed and shared a comprehensive Measurement Framework, updated to reflect 179 companies working across 7 categories, including Emotion (see below).
2. We issued a Measurement Look Book, including transparent evaluations of 8 cross-platform measurement options, across 25 different attributes. Last week, we unveiled an updated summary comparison of the cross-platform currency frontrunners ready today across broad demo, advanced, and local—including iSpot, VideoAmp and Comscore respectively (see below).
3. NBCUniversal launched its Certified Measurement Partner Program and has issued 9 certifications across two key categories from the measurement framework–Audience Measurement and Audience Verification.
4. We conducted a massive Test-and-Learn, working with 158 brands from all 6 major agency holding companies to show the effectiveness of our certified audience measurement currency partner, iSpot, in delivering on measuring exact ads at scale, cross-platform, and within 48 hours.
Each of these milestones is important on their own. But taken together, we’re making significant progress on cross-platform currency, and ready to do more with our clients.
Now, it’s clear advancing progress requires acting and transacting.
That’s why, I’m proud to announce that more than ten leading advertisers including General Motors, Marriott Bonvoy, PepsiCo, State Farm®, T-Mobile and Wayfair across all major holding companies have joined The Currency Council. Together with our clients, we will accelerate the momentum towards unified measurement and a multi-currency future and start transacting on these new currencies while creating new transactional models.
In our experience, all progress is built on partnership with our clients. And while these advertisers represent different categories and industries, they are united by their commitment to the future of measurement. They all care about understanding true delivery of their exact ads and have committed to transacting with us in faster, more complete, and more exact ways.
By joining us on The Currency Council, these brands will have a front row seat to new currency and will be able to improve the management of their investments and prepare their organizations for new models and workflows ahead. Together with our clients, we’ll continue to evaluate these new currencies, establish new ways of transacting, and operationalize improved workflows throughout the planning, buying, and posting processes. This comprehensive approach to embracing new currencies is designed to make adoption easier, faster, and possible at scale.
As a working sub-group of the Measurement Innovation Forum, The Currency Council will collect findings and respond to the feedback as we drive innovation forward, with all eyes on preparing for the 2023 Upfront.
And just as we’ve done in streaming through the Peacock Streaming Council, The Currency Council will help ensure the future of measurement is built with advertisers, for advertisers—and we’ll be laser focused on the operational aspects of ushering in new transaction models for cross-platform currency.
This new Currency Council could not come at a more critical moment, because we know change in measurement is inevitable. In 2024, our industry will have 100% new currencies, and the window for status quo will be officially closed.
Our moment is now. Our industry is motivated. Better measurement is a better way forward for all marketers.