At the Adworld2009 digital marketing conference held in Beijing on January 7, the Data Center of the China Internet (DCCI) announced the launch of a cross-media optimization study (CMOS) platform. The platform is a joint effort between DCCI, the China Association of National Advertisers, Internet companies, advertising resellers and US-based Interactive Advertising Bureau (IAB). The aim of CMOS is to provide a nationwide cross-media value comparison research between video advertising on television versus the Internet, and provide quantifiable data to help improve marketing return on investment (ROI). Chinese online video firm Tudou is said to be taking an active part in the research.
Editor's Note: IAB Europe is currently conducting an online survey on measurement. Individuals interested in participating in the survey can find it here.