MMS 25 years
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Källhänvisning
© Mediamätning i Skandinavien AB | mms.se
MMS 25 years18-11-13
Källhänvisning
MMS’ Vision“To launch and maintain a fully accepted media currency covering all video
consumption on all platforms, screens and situations”
Källhänvisning
Currencies:
• TV
• Online
Total video is still a complement to the currencies: a
measurement
Future currency/currencies?
MMS in a digital world
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Joint Industry Committee, a JIC, owned by:
• Big media houses
• Media agencies
• Advertisers
Technical committees – advising and preparing – TV
and online together:
• Reference group
• Develpoment group
• Technical group
MMS
BARBSKO
AGF
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Some of MMS’
partners.
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The Swedish
specialty – new
habits and behaviors
Increasing
young house-
holds without
TV sets
Expansion of
the market
(publishers &
telcos)
Quick adaption
of new
services
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Outlook
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1993 Launch of TV-panel 700 hh.
1998 Launch of TV-panel 800 hh.
1999 Launch of Hotcollection.
2000s
2005 Launch of TV-panel 1 200 hh.
2006 Teracom’s mobil-test.
2007 First edition of Rörliga Bilder.
2009 First edition of webb-TV report.
2010s1990s
2010 Implement Timeshift 7 days.
2011 Nr 1 in the to world measure online commercials.
2012 Measure second homes.
2016 Aftonbladet TV, first publisher in the world in MMS online.
2016 Measurement of programmatic, completes online.
LAST YEAR
Expanded panel 3000 hh, new technique
Router meter, devices and otherservices
Non TV homes.
Total video for commercials
Telia in the online measurement, 1st telecom company in the world.
Online demographics for programmes.
Online demographics for commercials.
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Summary MMS launches last year
Expanded TV- panel 3000 households
Total video for commercials
Online demographics for commercials
Online demographics for programmes
Telia, first telecom in the world, in the online measurement
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Online Clients
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Telia
• First telco company in the measurement
• Today with commercials
Telenor and Com Hem in agreement phase
Special treatment of data
• Viewing is flagged with telco
• Viewing statements are moved to the site in the currency
Telco Companies
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Hybrid measurement including TV panel, online census,
online panel and other sources
• Challenges with
• Overlap of consumption on different platforms
reported
• Change of the golden rules, tools and harmonizing the
metadata
• Daily deliveries
• The goal, market is not clear regarding the currencies
Total Video
Källhänvisning
Census
Measurement
TAM Panel Online Panel
Measurement of content
and advertisements across
all devices.
Passive measurement of
linear TV content and ads
Passive measurement of
PC, smartphone, tablet
Total video
Research design
Data Integration &
Modeling
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nu
Commercial
campaign
Ninja Casino
Net reach, %October 1 –
October 21 2018
39% 8% 46%
40% 15% 50%
46%TV
6%Online
50%Total TV
Target
M15-44
Target
K15-44
Target
3-99
+7%
addon
to TV
+10%
addon
to TV
+4%
addon
to TV
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Total Video – Coming featuresNext step
In parallel with the profiling we have been working on a PoC for AAM, the virtual panel as a method
• Virtual panel with boosted panel size by cloning panelists
• Profiling model, used today, still important in the model
With AAM the possibilities is higher to reach the goal to have flexible reach measurement for online and
Total Video as well as deliver data to different external tools used by the market
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Findings and Learnings
Findings
• MMS needed cross device consumption in the online panel to get it right
• We did not need the big cookie panel, 285 000 panelists
• Census as core, keeps the model ”future proof”
Learnings
• Take our time
• Market needs time to change currency
• Make sure that data is including nessessary ingredients to be able to follow the new needs
– create different scenarios
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• Transparent measurement and models
• Daily quality checks by vendor and MMS
• QC of metadata
• Validation of the implementation of the online players
• Audits (flying and external)
• ISO certificat since 2001
• GDPR – DPA with all vendors
• GDPR- all data to and from MMS GDPR-compliant
Quality and GDPR
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