[vc_row type="in_container" full_screen_row_position="middle" scene_position="center" text_color="dark" text_align="left" overlay_strength="0.3" shape_divider_position="bottom"][vc_column column_padding="no-extra-padding" column_padding_position="all" background_color_opacity="1" background_hover_color_opacity="1" column_shadow="none" column_border_radius="none" width="1/1" tablet_text_alignment="default" phone_text_alignment="default" column_border_width="none" column_border_style="solid"][image_with_animation image_url="10808" alignment="" animation="Fade In" border_radius="none" box_shadow="none" max_width="100%"][divider line_type="No Line" custom_height="40"][vc_column_text]Initiatives to improve media research standards in Poland are much older - maybe not as old as the dinosaur above -
but certainly older than many employees in many companies. However, not much has happened so far.
This year, though, two initiatives have emerged that may soon lead to changes in the market. The first one belongs to IAA Poland, the second to the National Broadcasting Council (KRRiT).

IAA Poland is an organization that brings together representatives of various participants in the advertising communication process: advertisers, advertising agencies, media houses, and media. The main goal of IAA is "to ensure that the voice of the Polish marketing industry is present and respected in public debate" http://iaa.org.pl/

At the beginning of 2018, IAA invited a group of marketers representing companies that annually
spend 2.1 million PLN on advertising, which accounts for about 1/4 of media spending in Poland, to discuss media research. The aim of the debate was to determine the needs of these companies regarding media research.
Below, I present some of the results of the survey concerning the expectations of this group.

[/vc_column_text][divider line_type="No Line" custom_height="40"][image_with_animation image_url="10813" alignment="" animation="Fade In" border_radius="none" box_shadow="none" max_width="100%"][divider line_type="No Line" custom_height="40"][vc_column_text]It turns out that the most important aspect is single-source and passive research, which does not require respondents
to rely on their memory. It is also important to determine media effectiveness, which is understood as a direct impact on the shopping basket.
Currently, most studies only indicate the group that had the opportunity to be exposed to the advertising message
(e.g., number of impressions on the user's monitor, number of people in front of an advertising board, etc.), less often - the chance to familiarize oneself with the advertising message (e.g., number of ad impressions on monitors that were in the user's field of vision, number of people who had the opportunity to see the message on the advertising board, etc.).
The same survey shows that research on radio, television, and the internet is undisputedly the most important - all survey participants agreed on this. 3/4 of marketers advocated for the need to research press and outdoor advertising. [/vc_column_text][divider line_type="No Line" custom_height="40"][image_with_animation image_url="10814" alignment="" animation="Fade In" border_radius="none" box_shadow="none" max_width="100%"][divider line_type="No Line" custom_height="40"][vc_column_text]The stance on co-financing media research by marketers is interesting.
33% of survey participants supported this model, and importantly - no one was against it.
Defining the needs of marketers (who are the "first payers") towards other participants in the marketing communication market is the first step towards raising media research standards.

The next step involves discussions in which, alongside marketers, representatives of media, media houses, auditors, and research agencies participate. A similar survey was repeated in this expanded group. It shows that:
- the most important conditions for media research are the ability to determine the total reach of advertising messages across different communication channels, as well as transparency of methodology and the ability to compare individual communication channels,
- the internet should be researched first (97%), followed by television (92%), radio (73%), outdoor (51%), press (41%),
- the research should primarily provide data on media consumption,
- the research should be single-source - only 36% of respondents supported this option.

Both meetings aimed to bring interested parties closer to establishing a joint organization that will deal with media research.

What could such an organization theoretically look like?
There are several models in the world:
JIC - Joint Industry Committee - a form of organization in which a joint representation of media, advertisers, and media buying organizations enters into a contract with one or more data providers for a specific period (5-10 years).
JIC can be dedicated to all types of media or to each medium separately;
MOC - Media Owners Contract - media operating in a specific market appoint a research company to implement and maintain the audience measurement standard for a given type of media;
Another model is the organization of research by an external research agency.
Mixed models also exist. In Europe, the situation is not uniform, but the dominant organizational form is JIC.

In Poland, the situation is as follows:
Television - Research agency - Nielsen;
Radio - MOC - Radio Research Committee;
Internet - MOC - PBI (Polish Internet Research) / Gemius;
Press - MOC - Polish Readership Research Ltd.;
Outdoor - has not developed a standard binding for the industry;

Compared to Europe, this picture is rather poor. One might get the impression that each medium is desperately protecting its position,
which negatively affects the size of the market. Poland is a unique phenomenon on a global scale - with growing gross domestic product, the value of the advertising market is decreasing. That's why changes are necessary.

In the case of the IAA initiative, the main challenge is project financing. Nevertheless, all IAA Poland's activities aim to determine what we will research and what form the organization that will deal with this research will take.
So first, defining needs and expectations, and then selecting the technology.
This approach means that the research (which in this approach actually has a chance to be created) will be useful and accepted by most market participants.

The National Broadcasting Council (KRRiT) has taken a different path to the same goal
http://www.krrit.gov.pl/krrit/informacje-o-krrit/
KRRiT is a constitutional body which, according to Chapter IX of the Polish Constitution, safeguards freedom of speech, the right
to information, and the public interest in radio and television. The act regulating in detail the status of the National Broadcasting Council
is the Act of December 29, 1992, on radio and television. The provisions of this act impose on KRRiT the obligation to organize research on content and reception of media research.
Therefore, at the April meeting organized by IAA Poland, the chairman of the National Council announced that the organization he represents had already started the media research process, and the first step was to announce a technical dialogue
and determine the technological possibilities of conducting the research. It's worth emphasizing that the National Council has the means
to independently launch and conduct research. And that is its undoubted advantage.
At the last meeting, KRRiT came up with a proposal to establish a JIC for all media. It also proposed financing half of the project without having a decisive voice.

What happens next, we'll probably see soon.
The world is changing, and with it, media is changing even faster, and research doesn't always keep up.
A representative of one of the research companies said in the context of research methodology: "The fact that something was invented once (20 years ago) doesn't mean it's bad".
It certainly doesn't have to be bad, but it's more sensible to choose a Pendolino train rather than a Syrena car from an automotive museum when traveling to Poznań.
Well, but it depends on the effect or at least the impression one wants to achieve.[/vc_column_text][divider line_type="No Line" custom_height="40"][/vc_column][/vc_row]