Coca-Cola and its companions are pitching a brand new measurement framework, Common Media Measurement (UMM), to assist entrepreneurs evaluate the effectiveness of paid, owned, earned, and shared media on a single scale.
The framework was developed by means of a collaboration between The Coca-Cola Firm, High Line Advertising and marketing, and Kantar. The instrument was offered at a World Federation of Advertisers (WFA) Media Discussion board session in Stockholm final month, signaling that the hassle is being positioned for broader business use. The Drum reported that UMM has been in improvement for about seven years and is already being utilized by Coca-Cola entrepreneurs in additional than 20 nations.
What UMM is meant to do
The UMM website says that the instrument is designed to “place all media below the same language and measurement system,” so entrepreneurs can evaluate client touchpoints below the identical fundamental standards. The positioning says UMM ingests information from paid, owned, earned, and shared media, then offers a dashboard with comparable high quality rankings throughout on-line and offline channels.
The positioning additionally says the output contains influence evaluation, high quality rankings, and an estimate of value per influence. The system’s aim is to assist entrepreneurs consider media selections utilizing a standard forex moderately than totally different metrics for every channel. It desires to supply a standard forex that enables on-line and offline client touchpoints to be in contrast and reported aspect by aspect.
Why Coca-Cola says it issues
The pitch comes at a time when entrepreneurs are managing extra fragmented media plans than ever, with spend unfold throughout TV, retail media, social, packaging, sponsorships, and different touchpoints. That makes it more durable to match media apples-to-apples.
Solely 32% of entrepreneurs globally stated they measure media spending holistically throughout digital and conventional channels, based on Nielsen’s “2025 Annual Marketing Report.” Nielsen additionally discovered that the highest challenges in measuring ROI included stakeholder alignment throughout key metrics, incomparable information, an excessive amount of information, unclear KPIs, too many distributors and instruments, and siloed inside groups.
The identical drawback may be seen in different components of selling. The Content material Advertising and marketing Institute’s 2025 “B2B Content material Advertising and marketing Benchmarks, Budgets, and Tendencies” report discovered that 56% of B2B entrepreneurs wrestle to attribute ROI to content material efforts, and 56% additionally wrestle to trace buyer journeys. In manufacturing, that rises to 64%, based on the report.
Capgemini’s 2025 analysis provides one other wrinkle: the agency stated 39% of the metrics entrepreneurs use in the present day are “much less significant,” usually tied to subjective indicators resembling impressions and attain moderately than enterprise outcomes, and solely 42% of selling leaders stated they’ve the suitable metrics in place to measure long-term worth.
What entrepreneurs ought to watch subsequent
One factor that continues to be unclear is the essential adoption mannequin for UMM. The web site presents it as a shared framework, nevertheless it doesn’t clearly say whether or not the instrument is being supplied as a paid product, an open framework, a licensed service, or one thing else fully. We reached out for extra particulars on the rollout and adoption mannequin, however there was no response.
Public supplies recommend that UMM is designed to enrich, not exchange, present measurement instruments and fashions. That makes it look much less like a standalone platform and extra like an added layer that might sit atop present planning and measurement infrastructure.
The largest query is whether or not UMM turns into a extensively adopted planning commonplace or stays a Coca-Cola-led measurement mannequin that different entrepreneurs can examine however not simply replicate.
If it features traction, it may develop into a part of a broader shift towards cross-channel measurement techniques that intention to unify planning, reporting, and price range allocation. If not, it could nonetheless function a helpful instance of how giant manufacturers are fascinated with the fragmented media measurement drawback.
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