What marketers need from measurement: blog

Chris Williams, IAB Canada President - headshot July 2012

Chris Williams, president of IAB Canada, is in Spain this week taking in the I-COM Global Summit on marketing data and measurement. For those not able to take in the discussions in Seville, Williams is blogging the events for Media in Canada.

The Media Ratings Council (MRC) has announced they have lifted the advisory against trading on viewable impressions.

George Ivie, CEO of the MRC, is here in Seville, Spain chairing a working committee within the International Conference on Media Measurement. I asked George, “so happens next?” He said, “well we will have to see how this plays out between the agencies and the publishers.”

The area still to come is video viewability, which required the MRC to invent a statistical analysis to isolate the effect of the creative on the viewability measure. After viewability, expect the MRC to tackle cross-media GRPs, mobile and fraud measurement as its priorities.

Further presentations on the first day included an interesting case from the Dutch Joint Industry Committee, which provides digital metrics. After a dramatic shift by consumers to mobile along with additional governance issues, the group decided to disband the existing arrangement and re-form with a tighter emphasis on gathering publisher ad server data along with building out a mobile panel.

The morning finished off with a  marketer panel addressing the question, “what do marketers need from measurement?” consisting of Anne van Merkensteijn, associate marketing director at Procter & Gamble, Western Europe Brand Operations, Italy; Mercedes Lopez Arratia, CMO, Citibank/Banamex, US; Gayle Fuguitt, CEO, Advertising Research Foundation (ARF), USA on behalf of the Association of National Advertisers (ANA), US; and Khurram Hamid, global director, digital media & measurement, GlaxoSmithKline, UK.

The most popular answer from the group was a need for a common set of metrics across all media for brand and response campaigns. Clearly the challenge to the room in that request is that there isn’t a standard anywhere to use. While some point to a universal GRP as the answer, Jane Clark, managing director at the Coalition for Innovative Media Measurement (CIMM) pointed out that GRPs aren’t a metric for specific ad exposure, at least not yet.

The split between local and international solutions, and the focus on measuring ads instead of the publishers, creates much of the chaos we see in the industry. Fuguitt underlined the need for a consumer-driven approach where path to purchase evidence is strong.

I’m looking forward to the rest of the week where we will find out the winners of the big data venture challenge and cheer for the Canadian contestant James Prudhomme, CEO of Datacratic.

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