ANA: Cross Media Project

The ANA announced that it will conduct a pilot test with software and data company VideoAmp as the next step in the trade association’s continuing effort to develop a privacy-preserving cross-media measurement solution for the industry.

The ANA’s Cross-Media Measurement (CMM) initiative is a marketer-led industry initiative that seeks to unlock value for all stakeholders and to deliver an improved ad experience for audiences through transparent measurement. The project is an ANA strategic priority designed to improve advertiser decision-making and is also championed by the ANA board and the ANA’s Global CMO Growth Council.

The VideoAmp pilot is focused on testing the use of Virtual ID (VID) for U.S. television. The overall goal is to test and learn more about the VID process to produce cross-media reach and frequency metrics for an advertising campaign. VideoAmp’s component pilot will test and evaluate approaches to the VID model and compare the results produced by the different methodologies.

“The goal of the VideoAmp component pilot is to quantitatively assess the cross-screen reach and frequency of advertising campaigns using different approaches to the VID model and examine which derive higher accuracy for TV reach and frequency curves,” said Nathalie Bordes, EVP of Measurement for Marketers at the ANA. “This partnership represents an important milestone in the development of the cross-media measurement solution.” Bordes added that ANA expects to be in market with an end-to-end CMM pilot late in the second quarter of 2022.

“Cross-platform reach and frequency measurement is a top priority for marketers, but the methodology employed must give fair credit to TV, walled-garden, and other digitally-delivered ads. VideoAmp is excited to work with the ANA to help develop such an approach by combining our video measurement expertise with our unique contributions to the VID codebase,” said Jonathan Steuer, EVP of TV Strategy and Currency at VideoAmp.

GOALS

The CMM project brings together advertisers, TV networks, digital publishers, and large digital platforms to create a cross-media measurement solution. The focus is on creating a transparent system of measurement that restores essential metrics of campaign measurement and provides complete measures of all ad exposures, including deduplicated reach and frequency across all platforms.

The effort is focused on building a privacy-preserving infrastructure to collect first-party ad impression and content data for measurement purposes. The objective of this approach is to preserve the privacy of audiences and related data while enabling granularity of measurement for stability and longevity as media choices evolve. Goals include:

•     Delivering a complete and transparent view of ad exposure across all media
•     Enabling planning and optimization for deduplicated reach and frequency across all media channels to improve efficiency and audience experiences and reduce waste in ad spend
•     Providing the ability to evaluate the complete and cumulative effects of a campaign across all media channels and devices, including the value of specific media channels
•     Improving precision of decision-making, leading to greater ROI and value across all effectiveness measures.