Netflix, YouTube, Prime Video… Who will join Médiamétrie‘s cross-media measurement committee?” loading=”lazy” width=”560″ height=”292″/>
Yannick Carriou, CEO at Médiamétrie, took advantage of the Udecam 2024 Meetings organized on November 20 – and of which Emarketing.fr is a partner – to present the broad outlines of the future cross-media measurement committee.
“Bringing everyone together – television channels, platforms, agencies and advertisers – around a common protocol.” This is the ambition of the audience measurement specialist Médiamétrie presented by its CEO Yannick Carriou with the creation of the cross-media measurement committee, the launch of which is planned for the beginning of next year. This subject of breaking down media barriers was precisely the main theme of the Udecam 2024 Meetings which were held this Wednesday, November 20. “New broadcaster platforms, SVOD, AVOD, FAST TV platforms… the need for cross media reference measurement is becoming critical”can we read on the event page.
The perfect opportunity, therefore, for Yannick Carriou to say more about this project: “We are creating this committee to have an organization capable, through a voting system, of arriving at concrete decisions, which please everyone or not (Editor’s note: they will be taken by majority and not by unanimously)”he explains. Médiamétrie thus hopes to offer, in the long term, a complete cross-media measurement of video programs, managed by the committee and aimed at all market players. An initiative also allowing them to meet regularly and keep themselves informed while participating in Médiamétrie’s various work.
This organization will be, according to Mind Mediamade up of around 25 members representing the market and with expertise relating to advertising, editorial, technical and even regulatory issues. Among them will be the American giant Netflix, as confirmed by the boss of Médiamétrie: “They let us know that they were willing to join the cross-media committee”he confides. The platform will thus be able to make its voice heard but will also have to “comply with the market rules that the committee will be required to adopt”, as noted Mind Media.
YouTube and Prime Video also in the game?
Mechanically, this first formalization is accompanied by an already identifiable snowball effect: “There is another American platform which authorized me to say that they will be part of the committee according to our rules: it is the YouTube“reveals Yannick Carriou. And what about Prime Video? “This has not been fully formalized but Sébastien Grenier (Editor’s note: managing director France of Amazon Ads) has already spoken several times to indicate that he supports the approach”he continues.
And according to him, those who do not adhere to it “will show very clearly to the market that they do not want to enter into a process which acts for the benefit of the collective”. To the wise…
What are the challenges faced by the cross-media measurement committee in unifying metrics across different platforms?
Guest 1: Yannick Carriou, CEO at Médiamétrie
Guest 2: Sébastien Grenier, Managing Director France of Amazon Ads
Website Editor: Thank you for joining us today, Mr. Carriou and Mr. Grenier. Can you both explain what motivated your decision to participate in Médiamétrie’s cross-media measurement committee?
Guest 1: Thank you for having us. As the CEO of Médiamétrie, I am passionate about our mission to provide independent, accurate and reliable audience data to the media and advertising industries. With the rapid evolution of viewing habits and the emergence of new platforms, it became clear that the need for comprehensive media measurement was more critical than ever. The cross-media measurement committee allows us to bring stakeholders from various sectors together to develop a common protocol for capturing audiences across multiple platforms.
Guest 2: From an Amazon perspective, we also understand the importance of understanding consumer behavior and preferences across various platforms. As content creators and advertisers ourselves, we recognize the value of having unified metrics for measuring the effectiveness of our efforts. By participating in this committee, we hope to contribute to the development of a robust, industry-wide standard for cross-media measurement that benefits not only Amazon and Prime Video, but the entire ecosystem.
Website Editor: That sounds great. Can you tell us more about the membership criteria for this committee? Who are some of the other key players involved?
Guest 1: The committee will be comprised of around 25 members, representing a diverse range of backgrounds such as advertising, editorial, technical, and regulatory. We aim to have equal representation from both traditional broadcasters and new platforms like Netflix and French Amazon, among others. The committee will be governed by a voting system, ensuring that decisions are driven by consensus and not solely by any one player’s interests.
Guest 2: Absolutely. We believe it’s essential that all major stakeholders are represented in the committee to ensure that the data we produce is comprehensive and reliable. Our goal is to create a collaborative environment where everyone’s voices are heard and considered, allowing for more informed decision-making across the industry.
