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WFA, EACA join CIMM/geta International Knowledge Exchange

November 15, 2022

The Coalition for Innovative Media Measurement (CIMM) and egta, have announced that the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA) have joined their International Knowledge Exchange.

The Exchange, launched earlier this year by CIMM and egta, provides an opportunity for the international media and advertising industries to share insights about the latest measurement innovations, initiatives and solutions in the US and European markets during twice-yearly programmed events.

“We’re delighted  to have EACA and WFA join the International Knowledge Exchange, as we look to stimulate collaboration and better understanding in an increasingly international and interconnected marketplace,” said Jon Watts, Managing Director, CIMM. “CIMM’s members are keen to learn about the latest developments and innovations in measurement, new metrics and the use of data across the ecosystem – and spaces like the Exchange can play a hugely valuable role. We’re especially delighted to have the buy-side – the WFA and EACA – getting involved in the initiative.”

The first Exchange event with EACA and WFA will take place virtually on November 29th from [insert times], with senior executive speakers from The Attention Council, Dentsu, GroupM, Havas, Kantar, NBCU, OpenAP, Omnicom, Publicis, UM, ANA, ISBA/Origin, Unilever, PepsiCo, Deutsche Telekom, Ebiquity and more. 

Topics to be covered include:

  • The role of attention and its impact on both planning and activation strategies.
  • New approaches to measuring media value.
  • Preparing a market for cross-media measurement: How the entire Swedish media market, led by the advertisers, is collaborating to frame each media partners’ expectations, and how it aligns on definitions, metrics and limitations of each media. 
  • Innovating TV measurement in a small market: How an untraditional joint venture between the TV MOC and Red Bull in Austria is bringing a new measurement solution and an enhanced, census-centric and market-backed TV currency to market along with new analytics for broadcasters and advertisers.
  • The benefits of new solutions and industry innovation as the US transitions into a more competitive marketplace for TV audience measurement and currencies 
  • An update on the WFA’s global measurement initiative, developing foundational frameworks and global infrastructure fit for the future: what are advertisers looking for from cross-screen measurement – and why?

“Measurement as we know it is becoming more complex and competitive,” said Anders Rune, Head of TV Research, egta. “With new solutions, metrics, industry initiatives and frameworks being introduced – attracting both interest and investments – we’re delighted to have EACA and WFA join us in our effort through the Exchange to increase collaboration and understanding across markets.”

“The progression of our industry towards being more ‘pro-user’ and ‘privacy-first’ is to be encouraged,” said Matt Green, Director, Global Media Services at WFA.  “But this evolution is eroding much of the measurement infrastructure we’ve traditionally relied upon, making harder what was already a challenged discipline. New collaborations will increasingly be required to solve our measurement challenges. WFA is delighted to work with our partners spanning all corners of the industry on the International Knowledge Exchange” 

“The continued convergence of linear and on-demand TV – coupled with the possibilities in programmatic execution and data – is providing media agencies with increased opportunities to optimise advertisers’ budgets to real business outcomes,” said Johan Boserup, EACA Media Agency Chair and Global CEO Investment, OMG. “The EACA and its agency members are looking forward to discussing these new opportunities, and how we can collaboratively develop and adopt holistic measurement solutions to enhance transparency, and deliver optimum media value to advertisers.”

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