SAM’s ground-breaking smartphone-based technology to provide insights into cross-media advertising effectiveness linkage among media behavior, social media profiles and activities on Facebook and Twitter
July 17, 2012 – New York, NY – The Coalition for Innovative Media Measurement (CIMM) announced today that it is collaborating with Symphony Advanced Media (SAM) to pilot test innovative new approaches to cross-platform advertising effectiveness by directly linking passive measurement of actual advertising exposure to consumer response data. In addition, the test will include new approaches to segmenting media consumers based on their social media profiles, activities and influence by analyzing Facebook and Twitter data and linking it directly with media consumption.
“Technology is driving change in media delivery and consumption at an accelerating pace. The need to provide the industry with insights into changing consumer behavior is acute,” said SAM President and CEO Manish Bhatia [pictured, left]. “What we don’t know about consumer behavior is starting to outweigh what we do know. SAM is using its deep industry knowledge to create the insights the media industry needs to make informed business decisions surrounding new- and cross-media investments related to content and advertising. We couldn’t be more excited to collaborate with CIMM and address business questions most relevant to CIMM members.”
“Uncovering new insights on multi-platform ad effectiveness—and linking these to activities like social media engagement—are increasingly valuable to advertisers and brands,” said Jane Clarke [pictured, right], managing director of CIMM. “To succeed, companies must have deep knowledge about the workings of each of the media and create solutions that address emerging and unmet client needs. We have been reviewing SAM’s strategies and technologies over the last few months and recognize the solution set they are building addresses key media and advertiser questions. As this collaboration progresses, we look forward to generating new insights for CIMM’s member companies and those in the media and advertising industries who are searching for ways to improve their understanding of cross-media consumption and effectively connect with consumers on different platforms.” More...