special cim morning 17/11/11 · special cim morning 17/11/11 and the cim ? •integrated ‘new’...
TRANSCRIPT
![Page 1: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/1.jpg)
www.grp.be Special CIM Morning 17/11/11
SPECIAL CIM MORNING 17/11/11
![Page 2: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/2.jpg)
www.grp.be Special CIM Morning 17/11/11
CIM cross media research : a difficult conception.
Stef Peeters, General Manager
![Page 3: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/3.jpg)
www.grp.be Special CIM Morning 17/11/11
Happy anniversary
• 2011 : 40 years CIM
• 2012 : 40 years PMPA study
Initiated by the press. Double objective :
- describe target groups,
- give multi media context.
Basic principles never changed. But the 40th edition 2012
could be the last one!
![Page 4: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/4.jpg)
www.grp.be Special CIM Morning 17/11/11
I. Lamentatio
![Page 5: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/5.jpg)
www.grp.be Special CIM Morning 17/11/11
Paradise lost
Marketing has become more difficult.
• Increased product differentiation & consumer segmentation.
• More mediatypes, more media, fragmentation of audiences.
Communication planning got more sofisticated.
• It started with mono media Reach & Frequency planning. One solution fits all.
• To become strategic cross media planning. Choose the best mix you can afford.
• Reaching today for the Consumer Journey. Target a precise consumer segment and influence critical steps in their decision process.
![Page 6: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/6.jpg)
www.grp.be Special CIM Morning 17/11/11
Changing advertisers needs
…mean changing demands to media agencies:
• Go beyond classical media to all relevant touchpoints.
• Move up on the impact ladder.
• Take synergy between touchpoints into account.
• Increase ROI.
• And don’t forget about WOM and social media…
![Page 7: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/7.jpg)
www.grp.be Special CIM Morning 17/11/11
Changing media needs
• Increased competition, development of long tail.
• Diversification into multimedia.
• Digitization and multi device.
• Blurring of boundaries between content and platform providers.
• Pressure on classical revenue streams, uncertain new business models.
• Internet feeds the illusion of total measureability and
accountability…
![Page 8: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/8.jpg)
www.grp.be Special CIM Morning 17/11/11
And the CIM ?
• Integrated ‘new’ mediatypes over the years.
• Continued to measure Reach & Frequency.
• Favoured international best practices and quality samples.
• Defensive towards new initiatives within and outside CIM.
• Offering the same cross media answer to new questions :
– single source declarative data from the PMPA,
– with an ‘artificial’ Heavy-Medium-Light typology by mediatype,
– and no link with currencies (except Press).
It looks as if the CIM refuses to redefine its role ?
![Page 9: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/9.jpg)
www.grp.be Special CIM Morning 17/11/11
II. Responsorium internationalis
![Page 10: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/10.jpg)
www.grp.be Special CIM Morning 17/11/11
2005: World Federation of Advertisers
“Advertisers
are unable
to measure and track
target groups’
holistic and synergistic
multi-media behavior.”
![Page 11: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/11.jpg)
www.grp.be Special CIM Morning 17/11/11
WFA : Industry goals
• Transparent common metrics across the different media.
• Faster and continuous data.
• Large sample sizes.
• Better target group descriptions beyond demographics.
• Passive measurement systems
to better reflect holistic communication.
![Page 12: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/12.jpg)
www.grp.be Special CIM Morning 17/11/11
USA prepares Apollo project…
The final single source study combining
- passive media consumption data (Arbitron),
- consumer product purchasing data (Nielsen)
to better correlate media impact and purchase.
![Page 13: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/13.jpg)
www.grp.be Special CIM Morning 17/11/11
Unfortunately…
USA
Apollo project
implodes
in 2008.
WFA’s Industry Goals proved to be a bit optimistic/unrealistic.
![Page 14: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/14.jpg)
www.grp.be Special CIM Morning 17/11/11
UK launches TouchPoints
• In 2006, the UK Institute for Practitioners in Advertising (IPA) publishes TouchPoints (TNS Kantar):
– A week in the life of British adults.
– Self-completion questionnaire + PDA based diary.
– n= 5.010, increased to 6.000.
![Page 15: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/15.jpg)
www.grp.be Special CIM Morning 17/11/11
UK launches TouchPoints
• Time budget study serves as HUB for fusing currency studies.
• Today, TouchPoints 4.0 is in progress (publication 2012).
• Time budget data are widely used.
• Multichannel planner (and pluritactical cross media data) are fully used some, not by others.
• Currently exported to USA…
![Page 16: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/16.jpg)
www.grp.be Special CIM Morning 17/11/11
FR launches Cross Média
• In 2008, a collaboration of Affimétrie, AudiPresse and Médiamétrie publishes the first Cross Média study.
• A HUB study serves as basis for fusion of the currency studies.
• Basis is not full time budget study but declarative data on mediatype and individual media useage by timeslot or frequency.
• n= 10.000, increased to 15.000
![Page 17: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/17.jpg)
www.grp.be Special CIM Morning 17/11/11
Media agencies position themselves
• They invent proprietary touchpoints studies.
• Some international, some local.
• Mostly declarative studies relying heavily on the capacity of
respondents to remember and rationalize their behavior.
• Respondents are asked to declare or evaluate
touchpoints by sector, thus filling an essential gap.
![Page 18: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/18.jpg)
www.grp.be Special CIM Morning 17/11/11
II. Responsorium belgicus
![Page 19: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/19.jpg)
www.grp.be Special CIM Morning 17/11/11
What about Belgium ?
1. Brand Media Monitor, declarative only, since 2000…
2. Several agencies have launched their local or international
touchpoints approach, always sector specific.
3. And CIM ?
It’s euh, complicated. No easy agreement on goal setting.
![Page 20: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/20.jpg)
www.grp.be Special CIM Morning 17/11/11
Goal setting pitfalls: advertisers
• Potentially unrealistic mix of expectations - on strategic channel selection,
- precise targeting requirements, - overall ROI needs.
• Bias towards tv+ from some big advertisers.
• No agreed vision on ‘scope of consumer centrism’ (touchpoints, attitudes, sector specific behavior, brand usage...).
• Any 360°story should be sector, if not brand, specific.
![Page 21: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/21.jpg)
www.grp.be Special CIM Morning 17/11/11
Goal setting pitfalls: media agencies
• Should 360°lead to a positioning or to a working tool?
• Pressure from network to use their branded tool.
• “No internal capacity to use 360°data.”
• Beware of comparing apples and oranges.
• “Keep the CIM out of my yard.”
• No agreement that in our small market
‘no CIM 360°’ = ‘opportunity cost’.
![Page 22: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/22.jpg)
www.grp.be Special CIM Morning 17/11/11
Goal setting pitfalls: media
• “360°will degrade tactical studies”.
• Selective interest in channels from their own portfolio.
• “Any new channel = threat for my bottomline” (measuring new channels = open communicating vessels...).
• “His opportunity is my risk”.
• “We are better placed than the CIM to undertake 360°”.
• “The role of the CIM is to protect the above media.”
![Page 23: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/23.jpg)
www.grp.be Special CIM Morning 17/11/11
CIM in action:
• 2006 : ‘Taskforce 360°’ = tripartite + GM CIM
Discussion on combining & enlarging media and consumption panels.
Media agencies and media doubt feasability. No follow-up.
• 2008 : Taskforce reanimated. Defines common objective:
Capturing the essence of real life communication channel use
by consumers.
Towards a new decision tool and story telling generator
for media, agencies and advertisers.
![Page 24: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/24.jpg)
www.grp.be Special CIM Morning 17/11/11
CIM in action (2)
• 2008 : TTT 360°prepares study design (use, method, budget)
within the framework set out by Taskforce 360°
− Complementary to tactical studies
− More effective channel selection
− Allow story telling (rich descriptions of consumer media behavior allow to position communication solutions and multimedia offerings)
− Allow additional proprietary typologies
− Should allow sectorspecific and brandspecific add-ons (open architecture to facilitate integration with 3d party studies)
− Not time budget, not CIM heavy-medium-light
− Forget about an integrated panel and brand ROI
![Page 25: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/25.jpg)
www.grp.be Special CIM Morning 17/11/11
CIM still in action.
TTT 360°analyzes Belgian initiatives and discusses future.
• Agreement:
− CIM should aim for a Media 296°
TouchPoints 360°> Media 296° study > PMPA 210° study.
− Principle of Hub, and fusion of tactical studies.
− Measurement at the level of individual media.
− Resulting in a multi-media database.
• No consensus on:
− Type(s) of exploitation : strategic and/or pluritactical.
− Access of non-subscribers to (aggregated) tactical data.
− Keep Heavy-Medium-Light or change it.
![Page 26: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/26.jpg)
www.grp.be Special CIM Morning 17/11/11
Another fine CIM action.
2009 : In August the Hub project is taken over by TC PMP. The TC PMP develops a comprehensive proposal on:
− Scope of above and below channels.
− Type of aggregation of tactictal data by mediumtype (time or type based…).
− Useage examples of the multi media database both at the level of media(sub)types and individual media.
− The different levels of access to the database for subscribers and non-subscribers.
![Page 27: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/27.jpg)
www.grp.be Special CIM Morning 17/11/11
Oops.
• The CIM Board refuses this proposal in spring 2010.
– Fears for tactical abuses.
– Disagrees with complicated access model.
– Lack of clarity on the use of data on below channels.
• While awaiting a political consensus, the TC PMP continues
and organizes a European tender for Hub and fusion process,
resulting in a ranking of institutes and proposals.
![Page 28: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/28.jpg)
www.grp.be Special CIM Morning 17/11/11
But CIM never surrenders.
• 2010 : Groupe Ter Musschen New discussions at the level of board members.
• Sort out political issues :
– exploitation limitations (strategic – pluritactical),
– levels of publication and access,
– inclusion of ‘below channels’ or not,
– structure and relationships of all CIM studies.
• Start in October 2010.
• October 2011 :
Principles approved by Board on 15/11/2011
![Page 29: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/29.jpg)
www.grp.be Special CIM Morning 17/11/11
III. Salvatio
![Page 30: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/30.jpg)
www.grp.be Special CIM Morning 17/11/11
Current structure
Pluri media
Autocomplété
Press
Cinema
Outdoor TV Internet Radio
Press Circulation
![Page 31: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/31.jpg)
www.grp.be Special CIM Morning 17/11/11
Hub with travel questions
TGM Press
Cinema
Outdoor TV Internet Radio
Press Circulation
x
= Fusion with Hub
= Shared fieldwork
Future structure
![Page 32: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/32.jpg)
www.grp.be Special CIM Morning 17/11/11
1. HUB, the method.
• Relatively detailed declarative data
- on media consumption in general (by timeband or type…),
- specific media when useful as hook questions for fusion,
- standardized demographics.
• Probably no attitude or product hook questions.
• All media and demografic questions in high quality f2f.
• Possibly n=7.000.
• Fusion with aggregated tactical data (to be defined by TC’s)
• For now: travel questions in Hub and no Outdoor fusion.
![Page 33: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/33.jpg)
www.grp.be Special CIM Morning 17/11/11
1. HUB, data exploitation.
• Strategic planning only !
• Cross mediatype behavior.
• Complementarity between groups of individual media
from different mediatypes (e.g. thematic TV – women’s magazines)
• Identification of groups with different consumption intensity
(3 to 5, adapted to mediatype; replaces HML)
• No crosses between individual media.
• Accessible to all subscribers of any audience study.
![Page 34: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/34.jpg)
www.grp.be Special CIM Morning 17/11/11
2. Target Group Monitor (TGM)
UMA requirements :
• Products and services to be more useful.
• Re-introduce some brands to allow better segmentation.
• Enrich attitudes.
• Add other channels to enrich strategies.
• Advertising via SMS
• In-Store advertising and price reduction
• DM
• Sponsoring
• Product placement
• Recommendations (friends/peers/neighbours & professionals, celebrities)
• Update of demographic questions.
![Page 35: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/35.jpg)
www.grp.be Special CIM Morning 17/11/11
2. Target Group Monitor (TGM)
• Position of the CIM Board :
Whatever you like, including below,
- but exploitation at the strategic level only
- and questionnaire design in consensus with media.
• Methodology :
Probably self completion (paper or online) attached to HUB study for economic reasons.
![Page 36: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/36.jpg)
www.grp.be Special CIM Morning 17/11/11
3. What about Press ?
Press goes solo.
No more time constraints due to PMP.
(to be continued)
![Page 37: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/37.jpg)
www.grp.be Special CIM Morning 17/11/11
4. Golden Standard.
• Golden Standard = Establishment Survey for sociodemographic variables and their duplications.
• Used for weighting tactical studies CIM. Used as benchmark by Febelmar members.
• If no longer Press = 10.500 then possibly
Golden Standard will be moving average of 2 years HUB. (n = 14.000)
![Page 38: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/38.jpg)
www.grp.be Special CIM Morning 17/11/11
5. Multi media brands.
• Need for cumulated audiences accepted.
• Media-owner is sole responsable for defining his brand. No requirements in terms of unity of content but TC’s may propose limitations.
• However, audiences can only be cumulated :
– On identical time base,
– With mention of exact components.
• Exploitation in software limited to “1 insertion”.
Impossible to calculate decent accumulations * duplications in a fused database.
![Page 39: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/39.jpg)
www.grp.be Special CIM Morning 17/11/11
6. What about media intersections ?
New code of conduct:
- avoid fist fights and blocking between media,
- allow early indicators,
- preserve primacy of currency studies.
Board will arbitrate if necessary.
If measure Base tactical Other tactical Management
e.g. online video NOT in TV YES in Internet In agreement 2 TC’s
e.g. iPad edition YES in Press NOT in Internet TC base tactical (Press)
e.g. press sites YES in Internet YES in Press Weight Press result to result base tactical I’Net
![Page 40: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/40.jpg)
www.grp.be Special CIM Morning 17/11/11
IV. In fine
![Page 41: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/41.jpg)
www.grp.be Special CIM Morning 17/11/11
Good plan !
• But €€€
• Even if all goes well, implementation will take time. Last PMP in 2012, first fusion published in 2013 ?
exit new plan
![Page 42: SPECIAL CIM MORNING 17/11/11 · Special CIM Morning 17/11/11 And the CIM ? •Integrated ‘new’ mediatypes over the years. •Continued to measure Reach & Frequency. •Favoured](https://reader034.vdocuments.mx/reader034/viewer/2022052100/603a457358f9c043ff03036f/html5/thumbnails/42.jpg)
www.grp.be Special CIM Morning 17/11/11
Thank you