Shadi Kandil, MCN Media BrandsRavi Rao, GroupMOmar Katerji, FerreroWalid Yared, Choueiri GroupAnna Germanos, FacebookIbrahim Kadiri, GoogleAsad ur Rehman, Unilever.
First ever of the working group meeting was attended by all the members. We started with a recap of the purpose of this working group as laid out and agreed during our broader committee meeting on April 9th, 2020.
Cross Channel Measurement Working Group: Is part of the broader measurement committee and is accountable to the committee and to the ABG board. The core job of formulating a project and fundingplan lies into this workstream. The responsibility of bringing the project to life and proposing a governance and funding mechanism lies within this group.
We also started with a reflection from each of the members of this sub-group on what their vision is of this project and how this process should be managed. Without any disagreement per se, below were some key points on how the measurement vision and scope was talked about.
Proposed Roadmap:The group then discussed in detail the proposed roadmap and phases of this project. A copy of that in a deck that was used for the discussion in the group is attached with these minutes.
It was also agreed that while it may not be possible to lock in the funding and specifics of the roadmap or all four phases upfront, it will be our clear objective to secure funding and resource for Phase 2 toensure we get a proposal stage.
It was felt that we have had rich enough discussions and agreements in the room for us to consider Phase 1 complete, and that we will now go to the broader committee with the minutes, and then the proposed Phase 2 and Phase 3 funding and approach to the ABG board for sign-off.
We will now go into the agreed actions and next steps.
Scope:It was agreed that the “proposed” scope of the research will be an online video first model, with a provision built in for an establishment survey- and a refresh of that periodically.
This was agreed after an exhaustive discussion on how going the people-meter first approach might limit the agility as well as the relevance for UAE specifically. It was also discussed that since a lot of TV is Saudi first, starting with a TV first approach might not be entirely relevant.
There was a concern in the room that this scope might undermine TV in UAE. And there was a conclusion in the room that we will provide for that to that balance to struck in our scope. For example, making sure there is a clear understanding of relative reach of each of the channels, as well as a clear need to link various data sets when comparing online video to linear TV. An example quoted in the room was to potentially ask the research partner to look at the “Return Path Data” from TV distribution networks like Du and Etisalat – and fusion of that with the online video data to provide for a comparable view.
It was also decided that Ibrahim will help organize a session with Google’s lead representative at ISBA for a greater connection with WFA. It is important that the KPI framework and metrices follow the WFAguidelines.
We also agreed that Anna will continue to represent FB on this working group- and bring in specialist expertise and points of view as and when needed.
Partners:It was agreed that we will initially work to invite the following for the first stage of RFP:
Funding and Management of Phase 2:
It was agreed that we will: