Dutch ad industry issues tender for new cross-media audience measurement

On 2 July, the Dutch Advertisers Association (BVA) along with other industry stakeholders involved in media research in the Netherlands, released a Request for Proposal (RfP) for the design and implementation of a new cross-media audience measurement standard in the Netherlands.

The RfP was jointly created by BVA, PMA (media agencies) and local media owners and is led by NOM (multimedia research), NLO (radio research), SKO (TV research) and VINEX (internet providers). It calls for the creation of a new common standard for measuring and reporting media and advertising reach, bringing together "viewing", "reading" and "listening" of media and advertising for both online and offline media channels.

The new audience measurement research must meet several requirements according to the RfP:

• There is a need for more and continuous insight into cross-media coverage and use of media and advertising by different target audiences. This requires, for example, an overlap in measurement (cross-media) where possible;

• The research must be future-proof through the inclusion of new forms of media planning, buying and trading, such as addressable advertising, programmatic, mobile and SVOD media;

• The collected data on viewing, reading and listening must meet quality standards. Design and data collection must be fully compliant with GDPR and ePrivacy;

• Efficiency gains must be realised through collaboration of the different research disciplines (viewing, reading, listening).

Market research companies were asked to submit their proposals before 16 July. A decision will be made in the fall.

There are also plans of setting up a new organisation that will be responsible for this new audience measurement standard in the coming months.

For more information, please contact BVA.