Leading with Strength The MRC Prepared for: IAB Global Summit October 3, 2012
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3MS and MRC
MRC is ideally positioned to serve as crossecosystem standards-setting body.
MRC exists to promote quality measurement. MRC’s members represent a wide range of players from across the ecosystem. MRC is extremely well-versed in measurement standards setting, and has structural components in place to facilitate this process. MRC is aligned with concepts promoted by the 3MS initiative. www.measurementnow.net
Current 3MS implementation roadmap 2011 Q4
2012 Q1
Q2 Pilot
Viewable impression
2013 Q3
Q4
Q1
Definition confirmed
Q2
Parallel reporting
Accreditation Audience-based GRP currency
Cross-platform guidelines
Digital guidelines Accreditation Banner Rising stars Taxonomy finalized
Classification system
View-throughs
Solution development
Attitudinal measures
Accreditation
Social activity metric
MRC standards-setting Change management
Soft rollout
Solution development
Board approval
First meeting of standards committee
Initial staff expansion completed
Targeted industry engagement and broad-based press/marketing
Q3
MRC Mission Statement
To secure for the media industry and related users audience measurement services that are valid, reliable and effective;
Set Standards; and
Conduct Audits to Verify Compliance with Standards.
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MRC International Activity
MRC Does Not Accredit services outside U.S.
Rather, On Request MRC Serves as a Consultant on Rating-Service Audits which:
Use MRC Minimum Standards as benchmark Are conducted by experienced MRC CPA auditors Have reasonable transparency for results – Important Have an appropriate local Committee present
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MRC Member Representation
Media Organizations
Broadcasters – Radio and TV Stations and Networks Cable MSOs and Networks Internet Print Organizations Out-Of-Home Media
Advertising Agencies Advertisers Trade Associations
Voting – 4A’s, AHAA, ANA, CAB, CIM (Mexico), DPAA, IAB, MMA, MPA, NAA, NAB, NJBA, OPA, RAB, TVB Liaison (non-voting) – ARF
Syndicated Measurement Services Cannot be Members 6
MRC Member Organizations
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MRC-Audited Products – U.S.
Accredited
ACT1 Radio TPP Arbitron Local Diary Service, Max, County Coverage, CSAR PPM – Atlanta, Baltimore, Cincinnati, Houston, Kansas City, Los Angeles, Milwaukee, Minneapolis, Philadelphia, Phoenix, Riverside, San Antonio, St. Louis, Tampa Internet Audits ComScore Direct comScore vCE (Validation Component Only) Nielsen Online Campaign Ratings Omniture Adobe Compliant Traffic Report Quantcast Quantified Publisher Visible Measures Ad-Serving: Cox Digital Solutions, AdTech, CBSi, Univision, Yahoo!, Disney, Atlas, DoubleClick (DFP, DFA), FreeWheel, GLAM Media, Google, LiveRail,Turner, AOL, MSN, 24/7, MediaMind, RealVu, Vindico, PointRoll, Auditude, Videology, Telemetry Clicks: Google, Yahoo!, MS adCenter, MS Media Console, Cox Digital Solutions KMR MARS Mediamark Research National Syndicated Study Media Monitors Radio Spot Service Nielsen Media Research National – NPM, Average Commercial Ratings MIT, NPower Local Set Meter Services, LPM Markets, Puerto Rico LPM Scarborough Simmons National Consumer Study Triton Digital Streaming (Ando Media)
In-Process
Internet Audits Google AdPlanner,Google DART Mobile, Digital Envoy, Quova, Adap.TV, AdSafe, Vizu Arbitron PPMs Austin, Charlotte, Chicago, Cleveland, Columbus, Dallas, Denver, Detroit, Greensboro, Hartford, Indianapolis, Jacksonville, Las Vegas, Memphis, Miami, New York, Nashville, Norfolk, Orlando, Pittsburgh, Portland OR, Providence, Raleigh, Sacramento, Salt Lake City, San Diego, San Francisco, San Jose, Seattle, Washington DC, West Palm Beach comScore Media Metrix, Video Metrix vCE (Audience Component) Double Verify Mendelsohn Affluent Study NEC Display Nielsen Local TV Diary Service, STB Data Nielsen NetView, NetView Hybrid Rentrak TV Essentials SQAD TV Costs
Other – Ancillary Data
Claritas, Sample Frame Vendors
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International Audits
Television:
Ongoing:
Occasional:
BBM Client Committee – Canada, ongoing Radio Committee – Peru, occasional
Print:
International Audit Committee (Cable) – Colombia, Argentina Client Committee – Costa Rica Technical Commission – Ecuador Client Committee – Panama CUSEA – Peru
Radio:
ABAP-Redes – Brazil BBM Client Committee – Canada CIM – Mexico
Valida – Chile, occasional CUSEMI – Peru, occasional
Internet:
Miaozhen Systems Audit Committee – China
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Existing Standards – MRC Involved
MRC Minimum Standards for Media Rating Research MRC Data Integration Guidelines MRC Media Monitoring Standards Digital-Specific Guidelines IAB Impressions Display, Video, Rich Media, RIA, Auto-Play Video IAB Process Addendum IAB Clicks IAB Audience Reach IAB In-Game Advertising MMA/IAB Mobile Web Guidelines IAB Ad Verification Other Media Types, Several
NAB, ARF, ESOMAR, etc.
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Currently Under Development/Consideration – Based on Outside Requests
Internet
Set-Top-Box
Partners: IAB, MMA Applications (In-Process; nearing public comment) Messaging (Planned)
Social Media
Partners: MVPDs, NCC Data Accumulation (draft posted on www.mediaratingcouncil.org)
Mobile
Partner: IAB Updating Existing Guidelines through EITF Viewable Display, Video GRPs
Partners: IAB, WOMMA Consumer Listening, etc.
Others
Media Mix Modeling Digital Place-Based Audience Estimates Audio Streaming Set-Top-Box Audience Estimates
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A Forward-Looking Approach to Standards
MRC Standards Committee
Ongoing Goal: Populate with Leaders – Buyers and Sellers Identify Weaknesses and Prioritize Formalize and Internalize Processes
Cross-Media Focus (Consideration Set)
Data Integration, Modeling, Single-Source
Validation of New New Media Measurement Data Quality, Hierarchy
Shore-Up Issues in Conventional Media Transaction Streams and Types; Seeking Consistency Agency Accountability Media/Audience Claims
Examine Prior Work for Consistency and Appropriate Focus
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Questions?
Thank You MRC Contact Information: 212-972-0300 George Ivie –
[email protected] David Gunzerath –
[email protected]
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