IAB Europe has published a blueprint to outline goals and recommended actions for online audience measurement and ad effectiveness metrics and KPIs.
It aims to drive further brand advertising investment into digital channels by increasing advertiser confidence and to improve best practice across Europe.
The key objectives of the blueprint are:
Karim Attia, Chairman, IAB Europe Brand Advertising Committee and CEO, nugg.ad comments, “This measurement blueprint is an important step in encouraging best practice in the measurement of online audiences and campaigns and developing metrics that brand marketers want”.
Bas de Vos, Director, Stichting KijkOnderzoek (The Netherlands), added “IAB Europe’s research and recommendations reinforce the need for a core set of metrics coming from independently measured data. The measurement industry needs to work together to enable marketers to better plan, execute, and evaluate longer-term brand building campaigns.”
At the same time, the Measurement Organisations Forum (MOF) is being launched which will enable companies involved in the measurement of online and TV audiences to study and build on the blueprint, whilst collaborating and sharing best practice in a non-commercial environment in order to move digital measurement forward. These companies include Joint Industry Committees and measurement organisations across Europe.
Uwe Scheid, Department Manager Research & Innovation, AGOF Services GmbH (Germany), said '“A neutral platform such as the IAB Europe Measurement Organisations Forum is vital for effective industry cooperation to advance the measurement of digital media in Europe”
Andrzej Garapich, CEO & President, Polskie Badanie Internetu(Poland), added “This initiative aims to help measurement organisations learn from each other to be better equipped for both local market challenges and for developing common recommendations for the benefit of all stakeholders."
The blueprint has been produced by IAB Europe’s Brand Advertising Committee and is based on:
The following organisations are included in the IAB Europe outreach:
OWA (Austria), CIM (Belgium), SPIR (Czech Republic), Danske Medier (Denmark), Media Metrics (Finland), Mediametrie (France), AGOF (Germany), DKT (Hungary), Audiweb (Italy), Vinex (The Netherlands), Mediebedriftene (Norway), PBI (Poland), BRAT (Romania), IAB Slovakia (Slovakia), IAB Slovenia (Slovenia), AIMS (Spain), IAB Sweden (Sweden), Net Metrics (Switzerland), IAB Turkey (Turkey), UKOM (UK)
AGTT (Austria), ATO (Czech Republic), TV Meter Group (Denmark), Finnpanel (Finland), AGF (Germany), Mediametrie (France), AGB Nielsen Media Research (Greece and Hungary), Auditel (Italy), SKO (The Netherlands), AGB Nielsen Polska (Poland), ARMA (Romania), TNS Gallup Media (Russia), PMT (Slovakia), AIMC (Spain), MMS (Sweden), Mediapulse (Switzerland), BARB (UK)