CIMM study: Standardized cross-platform TV/video ad impressions

Presents an investigation into how, when and whether or not the TV industry will consider moving to buying and selling ads based on ratings for individual ads or spots.
  • 27 confidential interviews with executives representing key constituencies of the industry were completed using open-ended questions.
  • The study concluded that the industry is ready to embrace change, but this change will be difficult.
  • In order to bring about change, it is vital to establish a basis for consensus across all stakeholders and be clear about the level of cooperation needed, as well as establishing clear industry education.
  • It is crucial to work with measurement vendors to gradually implement the standard and run parallel to existing measures as needed to gain industry adoption....

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