NBCUniversal names advertising measurement group members

NBCUniversal’s measurement innovation forum was set up in September to evaluate advertising measurement.

NBCUniversal had called for a new approach to media measurement earlier this year, calling existing methods ‘outdated’.

Brands and companies included in the forum include Ford, Citi, Dentsu, Edelman, Wayfair, Target, Havas Media and Horizon Media.

Other organisations involved include the Internet Advertising Bureau, the Advertising Research Foundation, the Media Rating Council, the Ad Council and the Hispanic Marketing Council.

Each partner organisation and brand will be able to contribute to a new measurement blueprint for advertising, and examine a range of measurement options, particularly capabilities that accurately depict the full consumer experience and quantify advertiser impact.

The forum will work alongside other projects to reform advertising measurement, including the Video Advertising Bureau measurement innovation task force to set best practices and standards for the national TV advertising industry, of which NBCUniversal is a member.

Other ongoing projects working on media measurement include ANA’s cross-media measurement initiative and OpenAP’s OpenID.

In a blog post, Kelly Abcarian, executive vice-president, measurement and impact, advertising and partnerships, at NBCUniversal, said: “NBCUniversal has no interest in building another walled garden or monolithic measurement system. Nor are we aiming to duplicate efforts or replace any industry initiatives already underway.

“NBCUniversal will stand shoulder-to-shoulder with all our partners and our industry, and play our part in driving real, meaningful progress.

“By bringing more chairs to the table and sharing information widely and transparently with all our partners, we hope to help build a better measurement future for everyone.”