The Canada Media Fund (CMF) has launched a Digital Media Performance Measurement Framework as the result of a consultation with industry stakeholders. This new tool is designed to measure the performance of digital media projects funded through the CMF’s Convergent and Experimental Streams through a process that includes classifying projects and collecting metrics on key performance indicators.
In developing this framework, the CMF has set-out to attain the following objectives:
- Define a standard set of digital media performance metrics and key performance indicators (KPI) that would apply to all CMF programs.
- Meet requirements from the Department of Canadian Heritage to report on audience and usage of digital media projects
- Establish the bases for developing weighting factors that apply to digital media performance measurement, and which would ultimately serve to calculate performance envelopes.
“This is a solid first step in establishing a unified approach to digital media performance measurement,” says Valerie Creighton, President and CEO. “By working with a national advisory committee composed of 32 industry stakeholders from digital production, producers’ associations, broadcasters, and other funding bodies, the CMF was able to develop an effective and sustainable framework that will set a new standard of digital media reporting. We wish to thank all who have contributed their time, expertise and ideas to make this achievement possible.”
The Digital Media Performance Measurement Framework is applicable to all digital media components funded through the Convergent Stream (excluding TV and VOD) and all projects funded through the Experimental Stream. In addition, producers of funded projects will have access to an online reporting form to report on audience and consumption data for funded projects.
Details on the Digital Media Performance Measurement Framework are available on the CMF website. A section of the CMF online forum will be dedicated to this framework, allowing stakeholders to share comments and ask questions.