On September 19th the Canada Media Fund (CMF) revealed that it had partnered with internet analytics firm, comScore, to deploy an automated digital media measurement tool. The relationship will entail comScore providing technical expertise and operational support to the CMF and its applicants from the digital media category. ComScore will use its experience in the field to capture data about the performance of digital media projects being funded by the CMF.
The Digital Media Performance Measurement Framework was launched in May 2012 after a long consultation process by the CMF. During these consultations with stakeholders, the CMF learned that an industry standard was needed by the digital media industry. Supporters of such measurements include CMF’s own Digital Media Measurement Advisory Committee and other pertinent stakeholders. The CMF came up with a solution and initially developed metrics and key performance indicators for the industry. They also made an online tool for digital media producers and broadcasters allowing them to reporting data. Eventually, they needed something that was more than a self reporting tool to cut down on the wrong data being reported. CMF settled on automated tool from comScore that would meet their needs and be able to handle the different types of projects that the CMF funded.
ComScore’s role in the entire project was explained by CMF Director of Research, Julie Look, as she mentioned that, “ComScore’s extensive experience in digital analytics deployment and tools is a first step towards the automated collection of data for CMF-funded digital media projects. We are pleased to add this resource to our existing mechanisms for reporting on CMF-funded productions.”
Canadian broadcasters and advertising agencies already use comScores Media Metrix tool and it was a logical step for the company to launch their Digital Analytix tool for CMF. The comScore solution is used worldwide by large organizations like BBC, Bloomberg, Canal Plus, M6, Microsoft, TV5, and Virgin Media to monitor their content. Digital Analytix is a robust solution that is easy to use and should produce data that will give deep insights into CMF funded projects.
Bryan Segal, comScore Vice President of Sales spoke in detail about the partnership and state, “The CMF’s emphasis on innovation and client focus is a strong match for our flexible and enhanced platform. We anticipate significant data-driven benefits for all parties as a result of this partnership. Having a synergistic measurement across all funded projects will help to monitor and define digital key performance indicators for Canadian producers.”
Source: egzakt
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