IAB Europe Report: Priorities for Digital Measurement
Findings from the IAB Europe Metrics and KPIs survey demonstrate stakeholder priorities for digital measurement. Industry stakeholders state their priorities for attracting more brand advertising investment online as:
- Gaining a better understanding of how online channels can work for brand advertising campaigns, both in combination with other media and alone, for brand advertising campaigns
- Having the option to integrate data from online audience surveys with other media surveys to provide cross media evaluation
- Establishing an industry-wide accepted online measurement currency for campaign planning and trading
- Identifying an agreed core set of effectiveness KPIs such as brand awareness or purchase intent
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