UKOM

Below is a summary of UKOM's industry consultation, conducted in the run-up to the current 2013 contract review. It shows where UKOM data is currently being used (and where people are relying on other sources), the most useful things that we can deliver under industry-governed measurement, and the core requirements we'll be looking for in our 2013-15 contract.

WHAT KIND OF IMPACT IS UKOM HAVING?

The market still uses a very diverse number of sources for planning and selling digital display advertising, so UKOM hasn't yet achieved its goal of becoming generally accepted as the currency. A survey of agencies and media owners shows that while media owners make strong use of UKOM data for strategic sales pitches (the audience profiling and demographics are useful for this), they don't use if as much as other sources in trading discussions. Agencies on the other hand use UKOM data more in these discussions. Much of the problem is that it produces lower audience totals than other sources: at the moment, UKOM APS only covers home and work Internet use. Despite industry accreditation of the UKOM numbers, a sales pitch is often more powerful with a bigger number. This perceived shortcoming will be sorted out with the arrival of total universe measurement early next year: while the numbers may not become the highest available in the market, they will at least increase confidence among publishers who won't be competing against vastly higher competitor numbers from different sources.

WHAT DATA AND DEVICES SHOULD UKOM BE COVERING?

A lot has changed in the two and a half years since the industry opted for a panel-based system measuring home and work internet use. "Other location" usage has grown exponentially, and even within home and work, there is a lot if usage that a panel can't easily pick up. As a result, mobile and tablets are considered as important for UKOM to cover as PC now, with other IP-enabled devices gaining in importance. Video measurement is also now more considered more important than website measurement, as there is far less reliable data available in this area. It's interesting to note some differences here between buyers and sellers: the former are keen on more detail by platform or device.

The importance of Reach & Frequency data for planning is as important as it was in 2009, but is closely followed by the need to align TV and VOD, and to validate the claims made by real-time bidding and social media. Demographics has been pushed down the list but still averages over 4 1/2 out of 5 for importance.

WHAT TECHNIQUES ARE OK FOR INDUSTRY MEASUREMENT?

The array of technology and speed of change in digital means that the industry has much less confidence now in the panel-based approach than it did two and a half years ago. A "hybrid" approach is felt to be the best option, although it won't necessarily enjoy automatic confidence with an average score of 3/5. What is clear is that there's now a need to balance methodological rigour with practicality: whatever data is produced, it needs to be useful and fit for purpose. The 2013 contract brief was written with this in mind, putting much more emphasis on accessibility, tools, training, customer service and marketing to deliver a true currency.

WHAT ARE OUR PRIORITIES FOR 2013-15

Simply put, to improve on usability and delivery while maintaining the transparency and high standards of the industry oversight approach. All device and location measurement is a must, as well as a good view of video to complement website measurement. The strength of the current system in terms of the metrics and audience profiles it produces will be maintained, while we will push our chosen supplier harder to make data and systems add real value to planners' and salespeople's everyday jobs.

Campaign delivery data is the next big thing and may were come under UKOM oversight early in the next contract term, but our focus will on meeting the core planning needs in the brief first. The other opportunities offered by a measurement system, like more consumer journey insight or daily data, will all be possible but may be left to the "free market".

WHEN WILL THE 2013 CONTRACT BE ANNOUNCED?

The UKOM Board expects to make an announcement in late December 2011.