Cross Media Initiative

• Measurement – Engagement versus Exposure;
• Media – participant versus spectator; and
• Modeling – synergy versus silo.

The Cross Media Task Force plans to examine these shifts in measurement and approach in order to chart a research road map going forward for all parties involved – advertisers, agencies, media and research firms.

There are three aspects to the project:

• How are planners approaching cross media strategies?
• How are researchers and modelers adapting to the new realities?
• What is the best road map going forward to ensure effectiveness as well as efficiency?

Status

To date, the Task Force has been presented with the learnings from seven agency planners and six data and analysis providers. Three more presenters discussed their tools and methodologies at the latest meeting on January 31, 2008. A potential deliverable of the task force will be a selection of several case studies, which, when analyzed, will shed light on possible solutions for cross media planning needs based on the ARF Media Model.