TORONTO – The Canada Media Fund (CMF) is partnering with comScore to create an automated industry standard to measure digital media. comScore will also provide operational and technical support to the CMF and its digital media applicants for the collection of performance data for digital media projects funded through the CMF’s programs. CMF supports the creation of Canadian content and software applications for current and emerging digital platforms through financial support and industry research.
A consultation process led to the introduction of a Digital Media Performance Measurement Framework, through which it was agreed that an industry standard for digital media measurement was required. In response the CMF has established a set of common metrics and key performance indicators, and developing an online self-reporting tool for digital media producers and broadcasters.
"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,” said Julie Look, CMF Director of Research in a news release.
For the CMF, comScore will deploy Digital Analytix, which is a solution designed for content publishers used globally by major media organizations such as BBC, Bloomberg, Canal Plus, M6, Microsoft, TV5, and Virgin Media. Digital Analytix generates data through analytics that adapt to a company’s environment, and compiles both web and multi-platform data. The CMF says this approach aligns with the scope of its mandate, both in terms of volume and the diversity of projects funded.
The CMF plans to deploy Digital Analytix for all digital media projects funded through the Convergent Stream and Experimental Stream. Phase 1 will focus on projects with a Beta Version scheduled date of October 1, 2012 through December 31, 2012. Phase 2 will follow and will cover projects with a Beta Version scheduled date of April 1, 2012 through September 30, 2012. Producers of these projects will receive tagging specification guides from CMF, as well as support for implementation. Projects released prior to April 1, 2012, will continue to use the self-reporting online tool to comply with the CMF’s performance reporting requirements.
