{"id":126679,"date":"2026-05-13T13:04:46","date_gmt":"2026-05-13T13:04:46","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/05\/13\/coca-cola-and-partners-pushing-for-new-measurement-standard\/"},"modified":"2026-05-13T13:05:58","modified_gmt":"2026-05-13T13:05:58","slug":"coca-cola-and-partners-pushing-for-new-measurement-standard","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/05\/13\/coca-cola-and-partners-pushing-for-new-measurement-standard\/","title":{"rendered":"Coca-Cola and partners pushing for new measurement standard"},"content":{"rendered":"

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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.<\/p>\n

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<\/a> that UMM has been in improvement for about seven years and is already being utilized by Coca-Cola entrepreneurs in additional than 20 nations.<\/p>\n

What UMM is meant to do<\/h2>\n

The UMM website<\/a> says that the instrument is designed to \u201cplace all media below the same language and measurement system,\u201d 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.<\/p>\n

The positioning additionally says the output contains influence evaluation, high quality rankings, and an estimate of value per influence. The system\u2019s 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.<\/p>\n

Why Coca-Cola says it issues<\/h2>\n

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.<\/p>\n

Solely 32% of entrepreneurs globally stated they measure media spending holistically throughout digital and conventional channels, based on Nielsen\u2019s \u201c2025 Annual Marketing Report<\/a>.\u201d 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.<\/p>\n

The identical drawback may be seen in different components of selling. The Content material Advertising and marketing Institute\u2019s 2025 \u201cB2B Content material Advertising and marketing Benchmarks, Budgets, and Tendencies\u201d 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.<\/p>\n

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