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Perspectives on the Coalition for Innovative Media Measurement - By: Jack Myers
Published: November 2, 2009 at 11:15 AM GMT
Last Updated: July 19, 2010 at 11:15 AM GMT
Is there an industry need for innovative media measurement? More to the point, is there a need for leading television networks, media agencies and marketers to organize a coalition to advance innovation in media measurement? The Coalition for Innovative Media Measurement (CIMM) has posted two requests for proposals on its website (www.cimm-us.org/rfp.htm) and is anticipating significant interest from media research suppliers including both Nielsen and WPP's TNS. The history of media and advertising industry consortia and coalitions, as I am too painfully aware, is one of failure and rejection. Can CIMM, formed with nearly $2 million in seed funding from 14 founding member companies, beat the odds and generate meaningful and long-term advances? In this week's detailed full report I review CIMM's objectives, share my perspective on the Coalition's prospects, and argue for increased industry support.
Jack Myers Media Business Report is published every Monday exclusively for corporate subscribers. If you believe you are a subscriber and should be receiving the extended subscriber-only version of this report, please contact Jack Myers at jack@mediadvisorygroup.com. For subscription information click here.
Jack Myers consults with media, agencies and marketers on transformative business models and revenue growth strategies. He can be contacted at jack@mediadvisorygroup.com.
Jack Myers Media Business Report is published by M.E.D.I.Advisory Group, LLC.
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