CONFIDENTIAL
July 2011
RFP for Pilot Study on Cross-Platform “Single Source” Ad Effectiveness
1. Background & Objectives
As part of its Cross-Platform Measurement initiative, the Coalition for Innovative Media Measurement (CIMM) commissioned a whitepaper on Best Practices in Cross-Platform Ad Effectiveness Measurement. As marketers are using more and more channels to communicate with prospects and customers, there is a need to improve the methods used to assess the effectiveness of each channel and the synergistic combination of channels. The whitepaper reviewed current methodologies such as OTS (opportunity-to-see), lab tests and other proprietary methodologies and developed a list of potential opportunities to further develop this important area of research. One opportunity proposed in the whitepaper is to push for cross-media “single source” measurement that links purchasing behavior more directly with exposure to advertising messages across multiple media.
At the same time, CIMM also commissioned a whitepaper on Best Practices in Matching Datasets to STB Data. This paper outlines the strengths and weaknesses of the various compiled and vertical purchasing datasets that are available at individual or household levels that are used to track purchase behavior across various categories.
This RFP is to request proposals for a single source Pilot Test that would combine TV exposure data with exposure data to as many other digital media as possible (at least one media in addition to TV, including online, mobile and/or tablets) and link the cross-media exposure data with purchasing data and/or brand impact measurement for at least two product categories (if not more), such as CPG, Pharma or Auto.
2. Method & Deliverable
We foresee that such a study would need to demonstrate a passive methodology for measuring exposure to TV, online and/or mobile ads, as well as link the same individuals or households to various purchasing datasets and/or brand impact measurement. We are open to considering a variety of methods to measure the TV, online and/or mobile usage, including the use of return path data, ISP data, as well as panel data. We are assuming that the way to capture the purchasing data will be to match datasets at a household or individual level, however we are open to other solutions such as those offered by panels that track purchases through scanning of UPC codes by members and even the use of surveys that measure brand impact, such as awareness, consideration and purchase intent.
We are seeking a partner with whom a CIMM committee can work to further the development of the methodology and hopefully help the partner to break new ground that couldn’t have been done without the partnership and support of CIMM.
3. Proposal Schedule & Items to Include
Please submit your proposal by August 15, 2011. In the proposal, please outline the approach you would take to measuring both cross-media usage and users, as well as purchasing behavior. Also include any additional ideas or analytic techniques you have for illustrating cross-platform ad effectiveness. Clarify the timeline to conduct a Pilot Test and the proposed budget.