• Provide a detailed definition of a “click” and outline standard methodologies by which clicks should be measured and counted, including the identification of invalid and/or fraudulent clicks.

• Define standard terms that will help streamline the buying and selling of click-based media.

• Increase transparency and consistency in click measurements for media companies, ad-serving organizations, advertisers, and third-party click auditors.

More: continued here

Popularity: unranked [?]

The IAB announced the release of Lead Quality Accountability Best Practices, a document designed to create marketplace transparency by improving communication between agencies and publishers in the lead generation industry.

1. Best practices for advertiser sharing of invalid leads with publishers to improve the process of accounting for leads.
   

2. Communication methodology for advertiser sharing of converted leads with publishers to improve advertiser conversions and ROI.

More: continued here

Popularity: unranked [?]

No doubt about it: 2009 was a rough year for the U.S. economy, and for the advertising and media industries. But if the year began with uncertainty, it’s ending on some bright notes at the Interactive Advertising Bureau and our member companies—and with optimism about 2010.

IAB closes the year with a significant legacy of accomplishment. From sold-out events like the MIXX Conference & Expo to new, groundbreaking research such as our “Building Brands Online” study to the creation of mission-critical standards and guidelines to fending off adverse legislation through active lobbying efforts in Washington, the IAB kept focused on facilitating the growth of the interactive advertising marketplace. Perhaps more important than these tangible products and events was the softer impact we had on the culture of marketing-media ecosystem.

In 2009, IAB led the call for a renaissance in interactive advertising creativity. Just as the industry has transformed society through remarkable technological innovations, we can unleash interactive media’s potential to serve as a common ground for fabulous, effective, business-building advertising. 

The IAB heads into 2010 with a substantive agenda we believe will reinforce interactive advertising’s centrality to marketers’ needs. Aided by our members’ commitment to continuing innovation, we’re devoting our efforts to shifting increasing share of marketers’ spend to interactive media. And the IAB will continue to deliver the platforms, tools, resources and knowledge necessary to grow the interactive advertising ecosystem.

Below, we outline some of the year’s highlights. To learn more visit www.iab.net.

• Collaborated with the AAAA, the ANA, the DMA and the Council of Better Business Bureaus to develop and release enhanced, industry-wide self-regulatory principles for online behavioral advertising, addressing privacy concerns and increasing consumers’ trust and confidence. The seven principles make up one of the most comprehensive self-regulation programs ever undertaken by the business community
• Worked with the same industry groups to leverage the development of the seven principles and form a framework for building an industry-wide self-regulation infrastructure that is transparent, flexible and responsive to consumers’ needs and concerns. The program—expected to be implemented in early 2010—will employ accountability programs to promote widespread adoption of the seven principles
  
• Launched “Privacy Matters,” the first-ever IAB education campaign aimed at consumers and providing them with resources and tools to help them manage their privacy online and to demystify key online advertising practices. “Privacy Matters” is continuing to run into 2010 across a broad cross section of top-tier online media outlets
• Hosted first-of-its kind Long Tail Alliance Fly-In to Washington, D.C., mobilizing Long Tail web publishers from 25 Congressional districts and 13 U.S. states to explain to members of Congress the importance of the advertising-supported Internet for empowering small business growth in America
  
• Established that the ad-supported Internet contributes $300 billion to the U.S. economy and has created 3.1 million U.S. jobs—spread across all congressional districts—by commissioning “The Economic Value of the Advertising-Supported Internet Ecosystem,” a study produced by Harvard Business School professors John Deighton and John Quelch, along with Cambridge, MA-based Hamilton Consultants. The study was released at the Long Tail Alliance press conference in June in Washington, DC and has since been widely quoted
  
• Lobbied extensively and successfully against several proposals—including the FTC Reauthorization Act—that would grant broad new enforcement and regulatory rulemaking powers to the Federal Trade Commission
  
• Testified before the Food and Drug Administration, espousing the need for greater certainty in the regulatory space in order to allow the pharmaceutical marketing segment to increase its online ad spending
  
• Called on the FTC, through an open letter from Randall Rothenberg, to withdraw enforcement guidelines issued on October 5 regarding the endorsements and testimonials of bloggers and other participants in social media, questioning the constitutionality of potentially broad new enforcement actions against bloggers
  
• Consulted with the FTC and participated in “The Future of Journalism” and “Privacy Roundtable”  events, helping to develop programming of a thought-provoking panel representing new media and providing insights on the future of privacy policy
  
• The IAB PAC had an active year supporting many key Congressional champions of the interactive advertising industry and was able to host the first ever IAB fundraiser.  The PAC begins 2010 with a healthy balance of over $50,0000 cash on hand.

• Solved one of the industry’s biggest business challenges by releasing “4A’s/IAB Standard Terms and Conditions for Interactive Advertising Version 3.0” for public comment. This new model contract, the first in seven years, represents a significant reduction in supply chain friction. The time it will take to finalize and sign IOs will drop sharply due to the strong teamwork between our membership and the agency families. Collectively, companies will save millions of dollars in labor costs. This advancement encompasses the breadth of advertising platforms and tools that are currently utilized in the creation of a campaign and will become the standard by which media companies and agencies or advertisers expedite the most common types of interactive media buys
• Released the “Ad Unit Guidelines 2009 Update,” for the first time including insights from creative agencies and opening the door for “rising stars” which may ultimately become standard ad units if and when they meet the quantitative requirements for adoption and marketplace impressions
• To infuse the agency point of view more fully into guidelines work and drive forward the importance of premium online experiences with audience as the first priority, formed an Advertising Agency Advisory Board comprised of senior executives from leading creative, digital and media agencies
• Brought together top talent—online publishers, media agencies and, for the first time, voices from creative agencies—to form the Re-Imagining Interactive Advertising Task Force, charged with developing a comprehensive roadmap for the evolution of interactive advertising to ensure that ad formats meet growing business and creative needs
• Significantly prosecuted the war on discrepancies by developing real tools and tactics—including the Impression Exchange Solution, E-Business Interactive Standards and Ad Load Performance Scoring Tool—that take cost out of the buying and selling process
• Helped publishers drive revenue from email by providing practical advice and the latest thinking across a broad spectrum of tactics that impact the success of email campaigns in “Email Monetization Strategies”
• Developed a framework for monitoring security vulnerabilities, threats and potential fraud in the Online Lead Generation: Data Security Best Practices, a guide that ensures the safety and security of consumers’ personally identifiable information
• Provided clarity and consistency on two core metrics critical to transacting online advertising, audience reach and clicks, by issuing guidelines for the measurement of each. The IAB Audience Reach Measurement Guidelines make it possible for both panel and web analytics based reach measurement to conform to common definitions and consistent standards of development
• Recognized Business.com, Google, Microsoft and Yahoo! for being the first organizations to pass audits for the IAB’s Click Measurement Guidelines which establish parameters for the accurate buying and selling of cost-per-click advertising
• Published the first-ever IAB Mobile Buyers Guide, literally a handbook for buyers to use as they develop and execute meaningful mobile campaigns
• Released In-Game Ad Measurement Guidelines, which define an ad impression on the games platform and how it is measured
  
• As a result of work done by the IAB’s Social Media Committee, released two white papers that provide deep understanding of how social media works. Social Media Ad Metrics Definitions is a compendium of commonly used metrics in the space. Social Advertising Best Practices provides prescriptive information on ad formats with social features in order to enhance industry understanding of ways to leverage this emerging and evolving platform
  
• Combined the resources of the Online Marketing Summit (OMS) and the IAB Local Committee to help educate marketers and agencies in 12 markets on the benefits of leveraging interactive advertising to reach local audiences
• Addressed one of the biggest issues facing the interactive advertising industry—data ownership—by launching a task force comprised of stakeholders from web publishers, portals, search engines and networks and exchanges to find answers.
• Released Video Player–Ad Interface Definition Guidelines (VPAID), improving the clarity of digital video measurement and advancing an ongoing strategy to simplify the buying and selling of digital video media by building a strong foundational infrastructure
• Introduced “VAST 2.0”, an update to the Digital Video Ad Serving Template to standardize the communication protocol between video players and servers, helping to resolve the friction of divergent technologies and systems

• Divulged a wealth of insights into how brand marketers perceive online media and what the marketers would like to see media companies do for them by releasing “Building Brands Online,” a study by Bain & Company. The report, which was presented in New York at an invitation-only event attended by senior marketing, advertising and media industry executives, defined a six-step path forward for online media companies to compete more effectively for brand dollars
• Launched the inaugural edition of IAB Metrics Blog to invite dialogue, leadership and transparency on the industry’s measurement challenges
• Advanced sellers’ understanding of metrics by designing measurement education courses specific to the challenge, Metrics 101: Understanding Audience, Closing the Deal with Data: Using Measurement to Sell and Ad Effectiveness 101: How and When to Measure the Efficacy of Digital Campaigns

• Successfully recruited and retained member organizations despite challenging economic times. Welcomed 104 new general and associate members over the course of the year
  
• Launched the IAB Certificate in Interactive Advertising, developing 13 professional development courses that where delivered more than 22 times and provided more than 500 publishing, marketing and advertising agency professionals the key skills and competencies they need for success. Sessions showcased members’ expertise by featuring them as instructors
  
• In response to industry demand, formed an IAB Audio Committee and Interactive TV Committee to tackle key areas within those marketplaces
  
• Took on 89 small publishers as part of the IAB’s Long Tail Alliance, a new membership category that gives a voice to small businesses reliant on the ad-supported Internet for survival
  
• Expanded the webinar program to share the latest industry trends, research and best practices with more than 500 professionals interested in growing their interactive advertising knowledge base
  
• Kept members abreast of Professional Development and webinars curricula, partnership discounts and more by creating a new electronic newsletter geared specifically to member needs
  
• Recognized individuals and organizations that exemplified outstanding leadership and performance with the IAB Sales and Service Excellence Awards, presented at the Annual Leadership Meeting in Orlando, FL

• Confirmed the IAB’s standing as the convening voice for interactive thought leadership by enlisting advertising’s brightest minds to advance the conversation on the industry’s biggest issues—across a total of 25 events that attracted 4,748 brand marketers, advertising agency executives and publishers for education and unparalleled networking opportunities
• Engaged more than 500 industry principals at the sold-out IAB Annual Leadership Meeting in Orlando, FL. Speakers at Ecosystem 2.0: Brands Battle Back included major players in the interactive industry—Michael Mendenhall, David Rosenblatt, Joanne Bradford and more
• Produced a powerful MIXX Conference & Expo—selling out earlier than ever before—with more than 2,400 registered attendees and an outstanding line-up of expert presenters around the theme of Fueling the Creative Revolution in Interactive Advertising and including Tim Armstrong, Nikesh Arora, Bob Greenberg, Ashton Kutcher, Ann Lewnes, Yusuf Mehdi, Elisa Steele and others
• Celebrated creativity by recognizing groundbreaking digital work, and the brand marketers and agencies that successfully achieved innovation and impact, by awarding 49 campaigns in 17 categories with coveted MIXX Awards
• Hosted 5 one-day conferences that educated attendees about digital video, social media, games, mobile and ad operations
• Delivered the IAB Interactive Boot Camp for Senior Marketers to brand marketers from a leading technology provider and launched the IAB Interactive Boot Camp for Creative Agencies with executives from a top-tier advertising firm
• Increased press coverage 98% year-over-year from November 08 to November 09, showcasing the evolution, reach and effectiveness of interactive advertising, building consistent buzz about the industry
• Advanced iab.net as a central industry resource, increasing the number of unique visitors 22% over 2008 and total page views by 8.5%, by providing additional multiplatform thought leadership from high level industry executives, a streamlined research section, expanded video coverage and more

More: continued here

Popularity: unranked [?]

The IAB announced the release for public comment of Video Player-Ad Interface Definitions Guidelines (VPAID). The announcement represents another important step in the IAB’s infrastructure initiative that seeks to build a common language for buying, selling, creating and delivering digital video advertising.

• Define a standard method for video ads to communicate with video players and enable ad compatibility across all VPAID-compliant players
• Provide specifications that can be implemented by any type of video player
  
• Cut production costs and improve ROI for advertisers while enabling a less intrusive experience for video content viewers.

• Digital Video Measurement Guidelines
• Digital Video In-Stream Ad Format Guidelines and Best Practices
• Digital Video Ad Serving Template (VAST)
• Digital Video In-Stream Ad Metrics Definitions

More: continued here
Powered by SmartRSS

Popularity: unranked [?]

The IAB announced a series of groundbreaking initiatives designed to improve efficiencies by driving industry-wide adoption of critical workflow improvements, best practices and guidelines by media companies and advertising agencies within the digital marketing ecosystem. The announcements were made at the IAB’s annual Ad Operations Summit in New York City, where leaders in advertising operations and account management at media companies and advertising agencies convened to share a 360 degree view of key supply chain areas in interactive marketing.

 The following solutions were announced:

• E- Business Interactive Standards, a beta release of an XML-based solution for automating the transfer of business order information between advertising agencies and media companies. Beta testing partners will be implementing and refining this solution throughout 2009. 
• Interactive Advertising Workflow Best Practices, a document that provides comprehensive process recommendations to agencies and publishers for improved communications and efficient operations throughout the entire lifecycle of an advertising campaign. The document’s best practices focus on how to improve the management of advertising accounts by decreasing discrepancies, campaign set-up errors and billing cycles between advertising agencies and publishers.
• Digital Video Ad Serving Template (VAST), an XML-based solution designed to standardize communication between digital video players and servers. VAST allows publishers to increase digital video yield by utilizing ad networks to sell unsold inventory and reduce friction with buyers by allowing third-party ad tags.
• Ad Load Performance Best Practices, a document that details how agencies and publishers should develop and serve digital advertising campaigns to reduce load time for ads and improve their performance.
• Best Practices for Rich Media Ads in Asynchronous Ad Environments, a solution that establishes a standard set of rich media implementation rules for rich media ad vendors, creative development teams, and publishers when serving ads into dynamic environments. 

 “These initiatives will revolutionize our industry by improving efficiencies in the interactive business—which means growth for publishers, for agencies and for marketers who will now reach their customers even more effectively,” said Randall Rothenberg, President and CEO of the IAB.

Jeremy Fain, vice president of the IAB, said: “It is time to begin the critical work of adopting these standards and practices across the digital ecosystem and I encourage all stakeholders in the industry to take the necessary steps toward implementation so we can accelerate our trajectory of growth as an industry.”

“For our industry to increase revenues, we have to find efficiencies that help us maximize technology and reduce costs,” said Dan Murphy, senior vice president of Research, Univision Online. “By adopting these standards we have the opportunity to make the necessary improvements that will transform the industry into a truly scalable and integrated advertising marketplace.”

More: continued here

Popularity: unranked [?]

Council Announced at IAB’s Annual Leadership Meeting “The People vs. Data,” Underscoring the Importance of Establishing Standards for a Data-Driven Ecosystem PALM SPRINGS, CA (February 28, 2011) — The Interactive Advertising Bureau ( IAB ) launched the first-ever Data Council today to provide a permanent forum for its members to address topics surrounding the collection and use of data in interactive advertising. The Council is an expansion of the Data Usage and Control Taskforce which was formed in 2009. The announcement was made during IAB’s fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data, at La Quinta Resort & Club, where leaders across the digital media landscape have converged to address the most critical issues facing the industry. “What better place to launch the Data Council than at IAB’s Annual Leadership Meeting where industry leaders are gathered to discuss how data affects online advertising” said Patrick Dolan, EVP and COO of IAB. “The Data Council will focus on increasing transparency in a complex and rapidly evolving segment of the industry.” The council’s initial agenda items include: Marketers & Agencies Education: An initiative that will address misinformation around data gathering and usage. Ecosystem Mapping: An effort to clarify the different kinds of data that can be collected through media buying. Data Lexicon: The creation of standard definitions and terms for data segmentation and data sources. The IAB Data Council will expand upon previous efforts of the Data Taskforce, such as the “Data Usage & Control Primer: Principles & Definitions.” To read more on the IAB’s Data Usage and Control primer, visit http://www.iab.net/data_primer The IAB Data Council is open to all members. Those interested in joining can email committees (at) iab (dot) net . About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net . IAB Media Contact Marnie Black 917.828.7308 marnie (at) iab (dot) net

More: continued here

Popularity: unranked [?]

Awards Recognize Significant Individual Contributions to the Growth of Interactive Advertising PALM SPRINGS, CA (February 27, 2011) — The Interactive Advertising Bureau ( IAB ) today announced the winners of its 2010 Sales & Service Excellence Awards. Celebrating the importance of outstanding leadership and performance, the IAB Sales Awards are given to individuals and organizations that have excelled in interactive advertising sales. The IAB Service Excellence Awards honor outstanding member contributions to IAB industry-related initiatives. The announcement was made during IAB’s fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data, at La Quinta Resort & Club, where leaders across the digital media landscape have converged to address the most critical issues facing the industry. Sales Excellence Awards The IAB Sales Excellence Awards are driven by the IAB Sales Executive Council through a partnership with Advertiser Perceptions, Inc., a highly regarded research firm specializing in researching the agency and marketer communities. The Council worked with Advertiser Perceptions to develop and field a two-part survey to identify the sales organizations and individuals who are viewed by the ad buying community as achieving the highest standards of sales excellence. Approximately 400 agency and marketer decision makers responded across two waves of research. The respondents represented a broad cross-section of verticals, including Automotive, CPG, Financial, Retail and Travel. Each individual respondent spent at least $1 million on online advertising in the last year. “The Sales Excellence Award has become one of the most telling industry awards because its qualifications are based completely on customer feedback,” said Sherrill Mane, SVP Industry Services for the IAB. “The IAB is proud to have created a mechanism that recognizes excellence in sales and this year’s recipients should be thrilled to know the demand side approves of and appreciates their efforts to provide exceptional knowledge, innovation and customer service.” 2010 Sales Excellence Award Winners include: Long Term Achievement: Large digital sales organizations: Scripps Networks Small to mid-size digital sales organizations: Undertone Most Innovative: Pandora Best Newcomer: Turn Salesperson of the Year: East Coast: Anna Lem, Google Midwest: Todd Hayes, 24/7 Real Media West Coast: Nick Leal, ValueClick Media Service Excellence Awards Across the IAB’s nearly 500 member companies, 18 IAB councils and committees and dozens of working groups, hundreds of IAB members participate in shaping the interactive advertising business and driving educational outreach to the marketplace. The IAB Service Excellence Awards honor individual members who have demonstrated strong leadership and provided an exceptional contribution to one or more significant, completed IAB initiatives over the year. “The winners of this year’s Service Excellence Awards have worked rigorously to help the IAB with a variety of efforts shaped to promote growth and drive the entire industry forward,” said Michael Theodore, VP Member Services for the IAB. “These awards recognize the dedication and leadership it takes to address important issues and create change. The IAB congratulates this year’s winners for their achievements and thanks them for their contributions.” 2010 Service Excellence Award Winners include: ANNA BANKS, Executive Director, Strategy, Organic and NICHOLE GOODYEAR, CEO & President, Brickfish , for their significant contributions to the Social Media Buyer’s Guide KEITH BERKELHAMER, VP, CNN Digital Research at Turner Broadcasting and DAN MURPHY, SVP of Research and Ad Traffic at Univision Interactive Media , for their extensive work with Site Intercept Ad Effectiveness Studies PABLO CHAVEZ, Director of Public Policy, Google and BRYCE HARLOW, VP Government Relations, CBS Interactive , for their dedication and leadership on the IAB’s self-regulatory efforts GEOFFREY COCO, Group Product Manager, Video & Rich Media Advertising at Microsoft and JOEY TROTZ, Sr. Director, Strategic Advertising & Digital Technologies at Turner Broadcasting , for their participation and guidance on Digital Video Agency Day PETER HORAN, Chairman, Goodmail Systems , for his noteworthy influence on the development of the IAB’s Code of Conduct DAVE JACOBS, SVP of Publisher Services, AOL/Advertising.com and JAY SEARS, General Manager, CONTEXTWEB Ad Exchange at CONTEXTWEB , for their substantial contributions to the development of the Networks & Exchanges Quality Assurance Guidelines JOSHUA KORAN, VP Targeting & Optimization at ValueClick and NICK WEIR, VP, Data Strategy, Yahoo! , for their dedication and guidance around the IAB’s Data Primer initiative JASON RYNING, Attorney for Microsoft , for his contributions to the 4A’s/IAB Standard Terms & Conditions version 3.0 SHANE WILEY, Senior Director, Privacy & Data Governance, Yahoo! , for his considerable contributions to the IAB’s CLEAR initiative About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net . IAB Media Contact Marnie Black 917.828.7308 marnie (at) iab (dot) net

More: continued here

Popularity: unranked [?]

Organizations Publish First-Ever “Mobile Web Advertising Measurement Guidelines” PALM SPRINGS, CA (March 1, 2011) — For the first time, standardized key metrics for measuring advertisements have been established for the mobile interactive industry. Developed in a joint effort by the Interactive Advertising Bureau ( IAB ) and the Mobile Marketing Association ( MMA ) and with the assistance of the Media Rating Council ( MRC ), the “Mobile Web Advertising Measurement Guidelines” provide a framework to govern how ad impressions are counted on the mobile Web. A joint task force, comprised of members of the IAB’s Mobile Advertising Committee and the MMA’s Measurement Committee, met for more than a year to develop these guidelines, which specifically cover WAP/Mobile Web advertising. “The ‘Mobile Web Advertising Measurement Guidelines’ will help marketers accurately assess the delivery of ads within mobile websites and offer a clear way to count ad impressions, assuring them that their advertising messages are reaching mobile consumers,” said Anna Bager, Vice President and General Manager of the IAB Mobile Marketing Center of Excellence. “More than anything, the guidelines demonstrate the mobile industry’s commitment to its marketing partners to create a transparent and consistent business environment for buying and selling ads,” said Greg Stuart, President and CEO, MMA. “Brands and their agencies will be further encouraged to devote resources towards marketing campaigns unique to the mobile web–reaching customers at critical times in the purchase cycle, enhancing brand relationships or providing critical information through mobile marketing.”"The IAB and MMA are to be applauded for recognizing that the creation of measurement guidelines for all marketing platforms eliminates a huge barrier to entry for advertisers and opens the market for enormous opportunity and innovation,” said George Ivie, CEO, MRC. “We were pleased to facilitate writing this new set of guidelines.” The objectives of the “Mobile Web Advertising Measurement Guidelines” include: Defining the mobile web ad impression Creating a common methodology that will be widely adopted in the U.S. and globally for counting mobile web ad impressions Encouraging U.S. mobile web ad servers to have their impression counts audited by an independent third party Providing marketers and agencies with greater clarity and certainty (via the auditing process) that key metrics used for buying mobile web ads are methodologically sound and meet the highest standards available to the media industry Reducing levels of discrepancies and spurring the industry’s growth by offering Internet publishers and ad servers a consistent, rigorous way to count the delivery of ad impressions The IAB’s Mobile Advertising Committee is comprised of over 140 member companies who are dedicated to developing and expanding the mobile space as a viable advertising platform. This committee now sits under the newly created IAB Mobile Marketing Center of Excellence, a new unit within the organization that will serve as an industry-wide resource for innovation in mobile advertising. The MMA’s Measurement Committee is comprised of MMA member companies. The Measurement Committee’s charter is to provide global leadership in the following areas: (1) Advertising Currency Definition & Quantification, (2) Mobile success definition as part of cross media marketing mix, and (3) White Paper/Education on importance of measurement to brand marketer engagement of the mobile channel. The Mobile Web Advertising Guidelines are available here: http://www.iab.net/mobilewebmeasurementguidelines and http://mmaglobal.com/MobileWebMeasurementGuidelines_final.pdf About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net . About the Mobile Marketing Association (MMA) The Mobile Marketing Association (MMA) is the premier non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com . About the Media Rating Council (MRC) The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research ; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 60 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org . For the IAB Marnie Black P: 917.828.7308 E: marnie (at) iab (dot) net For the MMA Valerie Christopherson Global Results Comm. (GRC) P: +1.949.608.0276 E: mma (at) globalresultspr (dot) com

More: continued here

Popularity: unranked [?]

Following In-Market Validation, Winners To Become New IAB Standard Ad Units PALM SPRINGS, CA (February 28, 2011) — In a sustained effort to spur greater creativity in interactive advertising and speed adoption of new brand-friendly ad formats, the Interactive Advertising Bureau ( IAB ) today announced the six winners of its “Rising Stars” Competition. These new-to-the-market formats will be named IAB Standard Ad Units following six months of in-market validation. A pool of 36 innovative submissions came from more than two dozen companies. The Rising Stars contest kicked off at the MIXX Conference & Expo in September 2010, when the IAB put out a call for new standard ad units that would encourage engagement with viewers on their terms and allow people to participate confidently with brands. It was also announced today that 11 of the 18 current IAB standard ad units will be retired as they are no longer commonly bought and offered throughout the market, a requirement defined by the “Ad Unit Guidelines Update” developed by the Reimagining Interactive Advertising Task Force in November 2009. The winners are: Rising Stars Description Why they were selected New IAB Name AOL Project Devil 300×1050 canvas format with state-of-the-art plug and play functionality Large, creative friendly canvas that balances well with page content IAB Portrait Genex Slider (produced by Unicast & Mediamind) Overlay unit on the bottom of a page mirrors touch screen habit, prompting users to slide the entire page over, unveiling a full branded experience Optimal creative space keeping viewer fully in control of ad experience IAB Slider Google/YouTube Masthead Large billboard running the full width of the page with full close-ability “Love it or leave it” value exchange with viewer. If they don’t love the large creative, they can close it. IAB Billboard Microsoft Int. Filmstrip A 300×3000 canvas, viewable through a 300×600 window and fully controlled by viewer Richly engaging experience with tons of content possibilities delivered in page with users fully in control IAB Filmstrip Pictela Pushdown A pushdown unit with broad functionality via visual toolbar Super rich functionality, elegant layout, and intuitive visual toolbar IAB Pushdown Unicast Sidekick Expandable format that launches from IAB standard ad, pushing page content leftward, revealing large, functional canvas Large canvas with myriad creative possibilities delivered without affecting page content and leaving viewer in charge IAB Sidekick The IAB has been the standard-setting body for interactive advertising formats since 1997 and is widely regarded for instituting rigor in the digital media supply chain. Agencies, marketers and publishers recognize IAB standard ad units as the foundation of modern digital marketing communications. Seven of the IAB ad units comprise approximately 80 percent of all online ads served in the U.S. The Rising Stars contest is a core component of “Reimagining Interactive Advertising,” an IAB initiative being led by top agency executive Peter Minnium, formerly Managing Director of Lowe Worldwide, the global creative agency network of the Interpublic Group, where he held leadership roles overseeing international operations. Mr. Minnium joined IAB in June 2010 as a Consulting Director. The ad unit submissions were evaluated on the following specific criteria: Branding - How well does the ad format provide a canvas for brand creativity? User Experience - How does the ad format positively impact user experience? Functionality - How does the ad format take advantage of online user behaviors and technologies? Page Integration - How does the ad format enhance the relationship between the ad and publisher page layout? Adoption - How easily could the ad format be widely adopted by publishers? “In the constant ebb and flow of creative brand advertising online, one thing is clear from the Rising Stars submissions: if the creative community and the brands they represent are inspired by the canvas they are given, we are set to experience a renaissance of more and better brand advertising on the web,” Minnium said. “I’m incredibly excited about the creativity that flowed in with the Rising Stars submissions and this endeavor has the potential to inspire others within the advertising and marketing community to take the dialogue about standard ad units to a whole new level,” said David Doty, Senior Vice President & Chief Marketing Officer, IAB. The winners of the Rising Stars initiative were selected by a cross-disciplinary group that included agency creative directors, media executives, publishers and ad operations specialists, who judged the ad formats for their potential to drive brand equity at scale. In addition to IAB Ad Ops Council professionals from Turner, Microsoft, Google and Disney, among others, Rising Stars evaluators included: Alex Shulhafer, Creative Director, BBDO Ana Andjelic, Director, User Experience, Huge Becky Minervino, Senior Interactive Strategist, McKinney Calle Sjoenell, Executive Creative Director, BBH Carl Fremont, Executive Vice President, Media Director, Digitas David Levin, President, Creative & Technology, 360i Dom Goodrum, Art Director, Barbarian Group Edward Boches, Chief Innovation Officer, Mullen Gary Scheiner, Chief Creative Office, Rosetta Ivan Kayser, Senior Vice President, Hill & Knowlton Jarrod Riddle, Senior Art Director, Big Spaceship Joe Barone, Managing Director, Digital Advertising Operations, GroupM John Norman, Chief Creative Officer, Martin Agency Josh Stinchcomb, Vice President Digital Sales, Conde Nast Kaare Wesnaes, Director of Creative Development, AKQA Maggie Sapovchak, Marketing Director, NBC Universal Mike Brunick, Vice President, Strategic Partnerships & Platforms, MediaBrands Patrick Clarke, Executive Creative Director, Publicis Modem Tony Whiteside, Creative Director, Ogilvy While many of the Rising Stars are available today, there will be a 90-day build-out period after which they will all be available at scale. For embeddable videos, media-ready screen shots and additional information of the Rising Stars, visit: http://www.iab.net/risingstars About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net . IAB Media Contact Marnie Black 917.828.7308 marnie (at) iab (dot) net

More: continued here

Popularity: unranked [?]

The IAB announced the release for public comment of Audience Reach Measurement Guidelines, a major industry-wide initiative that provides clear, consistent definitions of metrics and sets standards for how to measure unique audience across different methodologies. The guidelines were released at the IAB’s annual Leadership Forum on Audience Measurement in New York City, where leaders of media companies, measurement companies and advertising agencies convened to gain insights on the evolution of audience measurement and where sessions will be devoted to a detailed review of the proposed guidelines.

“These guidelines represent an industry wide endorsement of clarity and transparency of methodologies and metrics, particularly around reach, a core metric used throughout the media world,” said Sherrill Mane, senior vice president, Industry Services of the IAB. “The driving force for marketers’ ongoing embrace of interactive media is the accountability that interactive provides and these guidelines will enhance that clarity and certainty.”

The gathering, reporting, and measurement of audience metrics has a material impact on interactive media buying decisions. Transparency into these methodologies and clear definitions of commonly used terms are critical to the ongoing growth of interactive media as marketers continue to allocate a larger portion of their budget to the platform.

The guidelines will address these key areas of audience measurement:

• Provide definitions of key industry metrics such as unique users, unique cookies, unique browsers, visits and time spent.
• Establish a framework for all measurement providers to have their methodologies audited, providing greater certainty for the industry.
• Foster greater accuracy and reliability of all forms of online audience measurement, whether based on server data, online panels or user registration.

“Audience size and composition are vital to planning interactive advertising campaigns,” said Lynn Gutstadt, Director of Corporate Research, CBS Interactive and a member of the IAB’s Audience Measurement Working Group. “Adoption of these guidelines by the interactive industry will give marketers, agencies and other stakeholders in the digital ecosystem greater certainty in the measurement of our audience.”

“Ongoing Media Rating Council (MRC) audits of several of the syndicated measurement companies represent a commendable step toward accountability,” said George Ivie, CEO and Executive Director of the MRC. “The completion of the IAB Audience Reach Measurement Guidelines paves the way for other measurement organizations, for example census measurers such as sites, ad-servers or analytics organizations, to have rigorous consistent guidelines to help ensure consistent measurements of unique cookies, devices or in certain circumstances even users.”

Members of the industry (advertising agencies, advertisers, online publishers and technology vendors) are encouraged to read the proposed guidelines and submit comments on the IAB site at www.iab.net/audiencemeasurement. After the comment period closes on January 20, 2009, the feedback will be reviewed and the guidelines will be finalized and released.

More: continued here

Popularity: unranked [?]

First Installment of Annual Benchmarking Survey Reveals 25% Aren’t Comfortable Articulating Full Value of Interactive Platforms PALM SPRINGS, CA (March 1, 2011) — A new study reveals a significant gap between the level of sophistication of interactive advertising platforms and how comfortable industry executives are in articulating the value of those platforms to media buyers and marketers. Released today by the Interactive Advertising Bureau ( IAB ), the 2011 “Interactive Ad IQ Survey” was conducted by Ernst & Young LLP’s Media & Entertainment Advisory Services practice. It is the first installment in what is planned to be an annual benchmark of how well industry executives are able to communicate the opportunities associated with the rapid transition of digital and social media, which has accelerated over the past 18 to 24 months. The announcement was made during IAB’s fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data, at La Quinta Resort & Club, where leaders across the digital media landscape have converged to address the most critical issues facing the industry. More than 640 digital publishers, advertisers, agency executives and researchers from across the U.S. responded to the survey. The gaps it identifies may contribute to what many industry insiders believe is the undervaluing of interactive advertising relative to traditional ad platforms, such as television and print media. For example, roughly 75% of these executives work directly with social media and mobile ad platforms, but roughly one-quarter of them are uncomfortable explaining the value of these platforms in the context of buying or selling ads. Approximately 85% of respondents said online video is important to their businesses, but a full 20% were uncomfortable demonstrating the benefits of this interactive ad vehicle. “The diversity of interactive advertising presents tremendous opportunities, and challenges, for explaining why our clients should spend with us,” said Patrick Dolan, Executive Vice President and Chief Operating Officer, IAB. “If we can’t communicate the unprecedented value of interactive, it just might be far easier for advertisers to allocate dollars to more traditional platforms.” Respondents were also asked to rate their comfort level with using common tools and data. Close to 35% of survey respondents indicated they were uncomfortable using third-party audience and sales data to optimize ad performance and 20% expressed unease interpreting syndicated audience research. Additionally, 22% are unclear as to how to utilize server-side web analytics. “We anticipated some of the discomfort, particularly on the newest platforms, such as social media. But what was refreshing was the industry’s recognition that training is not only necessary, but desired,” said Howard Bass, who led this initiative for Ernst & Young LLP, referring to a result indicating that more than 60% of respondents want training for themselves or their colleagues. “We will act on these results by developing an industry training programs so buyers and sellers of interactive advertising can gain the requisite knowledge and skills to make the most of every dollar invested in these emerging platforms,” said Michael Theodore, Vice President, IAB Member Services, and leader of the organization’s Professional Development efforts. “The IAB plans to establish a certification program that should help hiring managers identify qualified talent and maintain top-quality skills as part of their personnel development practices.” The IAB is making the survey available to individual member companies who want to test their Ad IQ, and then will be available to work with those companies to develop custom training programs for those looking to increase their Ad IQ. For more information about the Interactive Ad IQ survey, please visit www.iab.net/adIQ About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net . About Ernst & Young’s Global Media & Entertainment Center Whether it’s the traditional press and broadcast media, or the multitude of digital media, audiences now have more choice than ever before. For media and entertainment companies, integration and adaptability are becoming critical success factors. Ernst & Young’s Global Media & Entertainment Center brings together worldwide teams of professionals to help our clients achieve their potential–teams with deep technical experience in providing assurance, tax, transaction and advisory services. The Center works to anticipate market trends, identify the implications and develop points of view on relevant industry issues. Ultimately it enables us to help our clients meet their goals and compete more effectively. It’s how Ernst & Young makes a difference. IAB Media Contact Marnie Black 917.828.7308 marnie (at) iab (dot) net

More: continued here

Popularity: unranked [?]

The IAB and PricewaterhouseCoopers LLP (PwC) today announced that Internet advertising revenues reached almost $5.9 billion for the third quarter of 2008, representing an 11 percent increase over the same period in 2007. While double-digit annual growth continues, the quarter-to-quarter curve remains relatively flat compared to recent past performance. The Q3 2008 figures, published in the IAB Internet Advertising Revenue Report, are 2 percent higher than the Q2 2008 results. Set against strong economic headwinds in the U.S. economy, Q3 ’08’s $5.9 billion represents nonetheless the second-highest quarter results ever. For the first nine months of 2008, revenues totaled $17.3 billion, up from $15.2 billion in the same period a year ago and surpassing the record set in the first nine months of 2007 by nearly 14 percent.

The growth of interactive advertising that we’ve been experiencing over the past few years has stabilized due in large part to the difficult current economic climate,” said Randall Rothenberg, President and CEO of the IAB. “Interactive advertising continues to be the most measurable and cost-effective way to reach consumers, and we see more and more marketers seeking to harness its power.”

David Silverman, a partner at PricewaterhouseCoopers LLP, added that, “a weakening economy will continue to be a challenge to all forms of advertising-supported media. However, the Internet should be better poised to withstand the storm given its ability to combine performance-based advertising along with broad-based branding.”

Quarterly $ Revenue Growth Comparison – 2000-2008 YTD

Source: PwC/IAB Internet Advertising Revenue Report (www.iab.net)

Conducted by the New Media Group of PricewaterhouseCoopers, the Internet Advertising Revenue Report was launched in 1996 by the IAB and aggregates data from all companies that report meaningful online advertising revenues. The results are considered the most accurate measurement of interactive advertising revenues as the data are compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, ad networks, free e-mail providers, and other companies selling online advertising. First- and third-quarter revenue reports are estimates, with actual figures released with the second- and fourth-quarter data respectively. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

More: continued here

Popularity: unranked [?]

Q4 ‘08 Revenues Total $6.1 Billion; Growth Continues Despite Difficult Economy

Internet advertising revenues in the U.S. remain strong, topping $23 billion, according to the 2008 Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). Despite a difficult U.S. economy, interactive advertising’s continued growth, albeit at a slower pace, confirms marketers’ increased recognition of the medium’s value in reaching consumers online where they are spending more and more of their time.

• Full-year 2008 revenues totaled a record $23.4 billion, exceeding 2007’s performance, itself the former record of $21.2 billion, by $2.2 billion or 10.6%. By comparison, a variety of sources indicate weakness in overall advertising spending. The Nielsen Company, for example, reported that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007.
• Fourth-quarter revenues of $6.1 billion mark the first time the interactive advertising industry achieved, and surpassed, $6 billion in a single quarter. The figures represent a $154 million or 2.6% increase from 2007’s fourth quarter, which had revenues of $5.9 billion.
• This is the fifth consecutive year of record results.

“We are seeing an ongoing secular shift from traditional to online media as marketers recognize that ad dollars invested in interactive media are effective at influencing consumers and delivering measurable results,” said Randall Rothenberg, president and CEO of the IAB. “In this uncertain economy, where marketers know they need to do more with less, interactive advertising provides the tools for them to build deep, engaging relationships with consumers—the experience marketers gain from this will deliver dividends especially after the economy turns around.”

Search remains the main driver of revenue growth according to the report, showing a 19.8% increase over 2007. Digital video, though still a small overall contributor, more than doubled its revenue with an increase to $734 million from $324 million in 2007, demonstrating how both marketers and consumers are embracing this dynamic platform.

As in 2007, retail, financial services, computing and automotive remained the four largest verticals among Internet advertisers in 2008. Consumer packaged goods, an industry vertical historically slow to embrace interactive advertising, notably increased its share of total Internet ad revenues by 60 percent over 2007. The Internet is now the third largest ad-supported medium, marking its increasing significance to marketers and consumers.

“Though some categories in the fourth quarter slowed or even dipped, reflecting the current economic challenges, the overall performance is up, confirming interactive’s ever-growing importance to the successful marketing mix,” said David Silverman, Partner, Assurance, PricewaterhouseCoopers.

The following chart highlights full-year revenue data breakouts; dollar figures are rounded.

Conducted by the New Media Group of PricewaterhouseCoopers LLP, the Internet Advertising Revenue Report was launched in 1996 by the IAB, and aggregates data from all companies that report meaningful online advertising revenues. The results are considered the most accurate measurement of interactive advertising revenues with the data compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, ad networks, free e-mail providers, and all other companies selling online advertising. First and third quarter revenue reports are estimates, with the actual figures being released along with second and fourth quarter data respectively. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

A copy of the full report is available at: http://www.iab.net/AdRevenueReport

More: continued here

Popularity: unranked [?]

Program Gives Advertisers Confidence Certified Ad Networks & Exchanges Provide Safe Environments for Brands First 17 Companies Receive Compliance Seal NEW YORK, NY (April 4, 2011) — To enhance buyer control over ad placement and context, the Interactive Advertising Bureau (IAB) announced today the in-market debut of the Ad Network & Exchange Quality Assurance Certification program, a first-of-its-kind compliance mechanism and the only industry-endorsed certification program that exists today. Only companies that undergo rigorous training, conduct an intensive internal audit and assign a compliance officer to ensure they maintain the IAB’s Quality Assurance Guidelines (QAG) will receive a compliance seal from the IAB. The seal, which can be placed on the company’s website and marketing materials, certifies that the company is adhering fully to the only industry established criteria as outlined by the QAG, finalized in June 2010. The IAB also announced the first 17 ad networks & exchanges that have completed the training and received the seal: 24/7 Real Media Adap.tv Adconion AOL/Advertising.com AudienceScience BrightRoll Burst Media Casale Media CONTEXTWEB CPX Interactive Google Specific Media SpotXchange TubeMogul ValueClick Media YuMe Traffic Marketplace “IAB congratulates this first wave of companies and looks forward to announcing additional compliant companies in 2011,” says Randall Rothenberg, President & CEO, IAB. “The Ad Network & Exchange Certification Program is the next step of the Quality Assurance Guidelines and gives marketers an extra level of comfort that companies carrying the IAB seal are brand safe and deliver what they promise. Buyers who want to ensure they are getting the highest level of quality assurance can now look for the IAB compliance seal and know they are dealing with an ad network or exchange that has made a commitment to transparency, accountability and trust in advertising.”"We are grateful to the IAB for creating the Ad Network & Exchange Certification Program. Knowing that the IAB is making sure ad networks & exchanges with a compliance seal are following the Quality Assurance Guidelines is very reassuring,” says John Montgomery, COO, North America, GroupM Interaction. “If an ad network or exchange has an IAB compliance seal, we can trust they are working with our agency and the brands we represent to deliver ads to relevant audiences in appropriate content. This commitment will now be a very important factor when we are considering campaigns.” Seven other IAB member companies are currently enrolled in the Ad Network & Exchange Certification Program, and along with those that have received their seals, they represent more than two thirds of the top 25 ad networks ranked by comScore based on site traffic or audience. IAB is allowing buyers to file complaints via the IAB website about compliant companies that might be falling short of their commitment to maintain the highest industry-established standards of quality. The IAB will then investigate with an independent third party under the direction of a Steering Committee of IAB member ad networks and exchanges, which can result in revocation of the seal. The guidelines and contact information for the compliant companies can be found at: http://www.iab.net/ne_guidelines About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net . IAB Media Contact Marnie Black 917.828.7308 marnie (at) iab (dot) net

More: continued here

Popularity: unranked [?]

Bain & Company and MediaLink engaged to support the effort PALM SPRINGS, CA (February 28, 2011) — Three advertising trade groups have launched a major initiative to lead the industry in developing digital metrics and cross platform measurement solutions, with the goal of enhancing marketing and media management decision-making. The announcement was made during IAB’s fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data, at La Quinta Resort & Club, where leaders across the digital media landscape have converged to address the most critical issues facing the industry. The initiative entitled “Making Measurement Make Sense” is a joint undertaking of the IAB (Interactive Advertising Bureau), the ANA (Association of National Advertisers) and the 4A’s (American Association of Advertising Agencies). These organizations, which represent the entire value chain in marketing and advertising, have engaged the management consulting firm Bain & Company and the strategic advisory firm MediaLink, to support the initiative. The absence of a consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. “Making Measurement Make Sense” has three primary objectives: Define standard metrics and measurement systems that are transparent and consistent to simplify the planning, buying and evaluating of digital media: Analyzing the current digital measurement situation from a business perspective Defining a common currency for measuring online exposures Developing generally accepted standards for brand impact measurement online Creating an effective methodology for cross media measurement Drive industry consensus around the solutions: Gaining stakeholder input and driving consensus around the solution Engaging industry leaders to champion the measurement process Establish a measurement governance model which encompasses: Creating a structure for an ongoing measurement governing body Establishing a governance and standards-setting process Developing an implementation plan for the roll-out of metrics, standards and management structure “As more consumers have migrated to digital media, marketers have sought to follow them by deploying interactive campaigns,” said Sherrill Mane, SVP Industry Services, IAB. “The ‘Making Measurement Make Sense’ initiative gives the industry the opportunity to understand how to follow and connect with the consumers targeted by these campaigns, and how to measure both within digital and across media platforms.”"It is indeed time for the industry leaders to develop a ‘currency’ that is widely and consistently accepted and adopted,” said Bob Liodice, President and CEO, ANA. “Online media has an abundance of metrics, but none that serve as currency across the ecosystem. This process will allow the industry to use consistent measurements to evaluate a program’s return.”"The leading marketing and media trade organizations have united to spearhead an ecosystem-wide solution to many of the critical issues in measurement,” said Nancy Hill, President-CEO, 4A’s. “The confusion in this area has added costs to advertising agencies, which have been forced to use, subsidize and staff around increasing numbers of metrics and data in order to plan, purchase and post-analyze their media buys. This initiative will streamline and simplify those processes.” Newspaper Association of America (NAA) has joined the “Making Measurement Make Sense” initiative as a supporter, and outreach to the rest of the advertising ecosystem is ongoing. This initiative is intended to expand and accelerate the work done to date by the IAB and the Media Rating Council (MRC), which have developed some standards for digital measurement including Audience Reach Measurement Guidelines and Click Measurement Guidelines. About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net . About the ANA Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit www.ana.net , follow us on Twitter , join us on Facebook , or visit our YouTube channel . About the 4A’s The 4A’s is the national trade association of the advertising agency business. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies from across the country. The 1,200 member agency offices served by the 4A’s employ 65,000 people; offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association founded in 1917 helps its members build their businesses, and acts as the industry’s spokesperson with government, media, and the public sector. For more information, visit the 4A’s Web site at www.aaaa.org . IAB Media Contact Marnie Black 917.828.7308 marnie (at) iab (dot) net ANA Media Contact Luna Newton 917.595.3061 lnewton (at) cooperkatz (dot) com 4A’s Media Contact Portia Badham 212.850.0720 pbadham (at) aaaa (dot) org

More: continued here
Powered by SmartRSS

Popularity: unranked [?]