ATLANTA — The Coca-Cola Company and its partners are promoting a new framework to help marketers compare the effectiveness of paid, owned, earned and shared media using a single measurement standard.
The initiative, called Universal Media Measurement (UMM), was developed through a collaboration among Coca-Cola, the consultancy Top Line Marketing, and Kantar. The framework was presented at the World Federation of Advertisers’ Media Forum in Stockholm last month as the companies seek broader industry adoption.
According to the UMM platform, the system is designed to place “all media under a single measurement system” by ingesting data from paid, owned, earned, and shared channels and translating those touchpoints into comparable quality ratings and impact metrics.
The tool is designed to help marketers compare everything from television and retail media networks to packaging, sponsorships, influencer content, and social media activity, using what Coca-Cola describes as a “single currency” for media effectiveness. The system also incorporates artificial intelligence and self-learning algorithms to analyze media quality, estimate cost per impact, and improve resource allocation across campaigns and markets.
The effort comes as marketers grapple with increasingly fragmented media ecosystems and mounting pressure to demonstrate return on investment across channels. A recent Nielsen study, cited by industry reports, found that only 32% of marketers globally measure media spending holistically across traditional and digital channels, while siloed data, inconsistent metrics and vendor fragmentation remain major obstacles.
Jodie Bailey-Norris, Coca-Cola’s global senior director of integrated media measurement, participated in the WFA Media Forum discussions alongside executives from companies including PepsiCo, Nestlé, Bayer and Unilever, with effectiveness, measurement and AI as central topics.
The system was developed with input from marketers, consultants and academic experts who evaluated dozens of media touchpoints to create a standardized approach to comparing media value.
The companies behind UMM say the framework could eventually become an industry-wide standard for cross-channel media planning and optimization, especially as marketers increase spending across retail media, social commerce, connected TV and experiential platforms.
For retailers and consumer packaged goods companies, the initiative reflects the broader push toward unified measurement as retail media networks and omnichannel marketing strategies continue to grow.
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