IGEM-MV with guest presentation Comscore on measuring cross-media use
At the 2015 general meeting, IGEM elected Axel Beckmann to the board to succeed Cosima Giannachi. In the guest presentation that followed, Comscore introduced a global model for measuring cross-media usage, developed in collaboration with Kantar Media.
As usual, the statutory business of the General Meeting was completed quickly. All motions of the Board were approved unanimously. Axel Beckmann, CEO of Mediacom and since the beginning of 2014 also of Group M in Switzerland, was elected as successor to Cosima Giannachi.
Cross-media use
Following the statutory business, Stuart Wilkinson, Head of Industry Relations EMEA, Comscore presented the Comscore and Kantar Media model. It envisages a set of integrated solutions for campaign measurement. The idea is to combine data from the TV panel with online usage data. Online data is based on a method that combines cookies and tags to measure online usage at the person level. Individual solutions are sought in each market based on local conditions. Comscore and Kantar Media distinguish five phases in the development. In Switzerland, according to Wilkinson, phase two is underway, in which data from desktop devices is combined with data from mobile devices.
In the fifth phase, total use will then be formed from online and TV. This collaboration already works technically. However, the formation of a mobile panel is extremely complex. In addition, there is the fact that TV and online are two completely different worlds with very different granularities that have to be brought together. While TV involves comparatively few channels whose usage is measured very deeply, online there are many more "channels" (or sites) that are measured less deeply.
In Europe, implementation is furthest advanced in Spain, the Netherlands, Norway and Finland. However, no European country has yet reached the point where integrated data from TV and online (total view) is available. This is because questions such as "Who has data sovereignty?" or "Who merges?" arise in the detailed work. It is also open which is the currency of the future. So there is still a long way to go. But Wilkinson sees good conditions for Switzerland.
