I-COM worldmeasurementnews

In APAC, IAB SE Asia, Singapore Chapter Welcomes New Leadership Council for 2013/2014

CBS Interactive’s Wendy Hogan appointed as Council Chair

Singapore, March 21 2013 – Following a stellar year filled with executive networking events and education initiatives, the Interactive Advertising Bureau Southeast Asia (IAB SE Asia) Singapore Chapter announced today the new Leadership Council for 2013/2014, with Wendy Hogan [pictured, left], Vice President & Managing Director of CBS Interactive at the helm as IAB Chair. Olivier Legrand [pictured, right], Head of Marketing Solutions at LinkedIn Asia Pacific will support Hogan as Vice-Chair.

Says Hogan, “With the rapid rise of automated trading and the publisher remit constantly evolving the digital media industry is in one of the most exciting and challenging phases. Now more than ever industry advocacy, talent development and education are key to continuing to grow the market.”

LinkedIn’s Olivier concurs, “With a broad base of companies represented on the Leadership Council, IAB SE Asia will focus on custom training programs run by the industry for the industry, executive breakfast series and bringing regional publishers together to define standards in audience targeting, privacy and creative innovation. Ultimately, our aim is to facilitate the continued growth of the digital media industry.” More...

ABC Announces Business Media Total Audience Certificates

February 18, 2013. ABC today announced a new measurement for the Business Media market which will be available from the second quarter of this year. Using Industry Agreed standards, ABC’s Total Audience certificate will provide a de-duplicated audience figure across a range of platforms for Business Media brands including print, website and digital editions and publications. The Total Audience figure is the first hybrid offer from ABC and has been developed specifically for the Business Media market to bring industry standards and transparency to valuable audience data.

Jan Pitt [pictured], Group Executive Director of Client Services at ABC commented: “Bringing brand audience figures under the umbrella of industry standards will bring greater transparency and comparability for media buyers. ABC certification facilitates the ad trading process and I am delighted that ABC can now offer Business Media owners a de-duplicated audience figure.” More...

In Finland, IAB Finland to Strengthen its Role as the Audience Measurement Standardizer and Developer

February 26, 2013. IAB Finland writes (from the original Finnish text): Yleisömittauksen ongelmiin yhdessä palveluntarjoajien kanssa ratkaisuja etsinyt IAB Finlandin Mittaustyöryhmä organisoidaan uudelleen. Työryhmän toimintaa tehostetaan valitsemalla nimetyt asiantuntijajäsenet, jotka edustavat laajasti IAB:n jäsenkuntaa. Samalla parannetaan tiedonkulkua eri toimijoiden välillä. Yleisömittauksen murroksessa on tärkeää, että koko IAB:n jäsenkenttä on yhdessä rakentamassa koko alaa palvelevaa mittaustapaa.

"Uudistuksella on kaksi tärkeää tavoitetta: toisaalta tehostaa päätöksentekoa asioissa, jotka vaativat asiantuntijaryhmän kannanottoja ja koskevat koko verkkomainonnan alaa, ja toisaalta lisätä avoimuutta työryhmän toiminnasta IAB:n jäsenten, muiden markkinointialan liittojen sekä tiedotusvälineiden suuntaan. Uudistetun ryhmän tarkoituksena on myös osaltaan varmistaa, että tapa, jolla yleisömittausta tehdään, tukee alan kehitystä parhaalla mahdollisella tavalla,” IAB:n Mittaustyöryhmän puheenjohtaja Janne Korpi [pictured] kertoo.  More...

IAB, the ANA and the 4A's Strike Out as Web Ad Viewability Stalls

Tim Peterson and Charlie Warzel write at Adweek: Is the viewable impression going nowhere fast? A full two years after the Interactive Advertising Bureau, Association of National Advertisers and the 4A's launched Making Measurement Make Sense (3MS), a cross-industry effort to improve Web ad metrics, and a year after viewability took center stage at the IAB’s annual meeting, the movement seems to be running in place. More...

WPP's Compete Shifts Search Focus From Intent To Behavior

Laurie Sullivan writes for MediaPost: Compete, a Kantar Media company, has introduced a tool that optimizes search engine query results and paid-search ads based on consumer behavior rather than intent.

The tool, Ascend -- introduced Monday as a software-as-a-service platform -- supports real-time behavior-based analysis and metrics for a search engine results page to identify and optimize the click-path to purchase.

The dashboard gives marketers immediate insight into the ROI of existing search programs. Compete claims that it reduces overall spending in search by pinpointing and mitigating competitive exposure, as well as providing higher click-through rates by optimizing organic and paid-search campaigns. More...

In UK, New Transparency and Choice Rules for Online Behavioural Advertising

21 November 2012. London. New rules providing transparency and choice for consumers around Online Behavioural Advertising (OBA) will be included in the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing from 4 February 2013. OBA is a form of targeted advertising. Third parties, often referred to as ad networks or ad exchanges, partner with websites from whom they collect data on users’ web viewing behaviour, in order to deliver to them advertising that is more likely to be of interest.

CAP Chairman, James Best [pictured] said: “The new rules surrounding OBA are the latest example of the advertising self-regulatory system responding effectively to the challenge of new technologies and advertising trends. The ASA’s regulation of OBA will bolster consumers’ on-going trust in how data around their web viewing behaviour is collected by notifying and then enabling them to exercise choice over receiving such ads.” More...

In Europe, IAB & ABC partner to tackle Robots

IAB Europe and ABC UK have partnered together in a joint initiative to raise the awareness of the ever increasing volume of non-human traffic (robots and spiders) overstating website ad impressions and site traffic claims.

As more advertising campaigns move into the digital arena, advertisers and media agencies need to have confidence in their ad impressions numbers. With internet ad spend in 2011 reaching €20.9 billion in the EU and £4.8 billion in the UK alone, advertisers and agencies need to ensure advertising campaigns reach their intended consumer audience, says the ABC.

Alain Heureux (pictured), IAB Europe President and CEO says, “This initiative is fully in line with our mission to protect, promote, prove and professionalise the digital industry in Europe, as the International IAB/ABC Spiders and Bots lists provides all players with accurate and truthful information on web analytics. I am confident that this partnership will help to raise awareness on non-human traffic and on the importance of the measurement challenges the next few years may bring.” More...

Brands harness Big Data to get more creative

Miles Young [pictured], CEO of Ogilvy & Mather Worldwide, the advertising agency giant responsible for Coca Cola and American Express, added his voice to the idea that data is the new oil today. He drew an analogy between the internal combustion engine, extracting power from oil, and the unprecedented ability to extract power from data. “The old division between technologists and marketers, who would rarely have spoken at the same conference in the past, is breaking down and it needs to,” he declared at the IBC conference. More…

I-COM and IIACC Announce the Establishment of I-COM Programme Board China

GENEVA & BEIJING, October 2, 2012 – The International Conference on Online Media Measurement (I-COM), an industry-backed international forum, and The Interactive Internet Advertising Committee of China (IIACC) are pleased to announce the establishment of the I-COM Programme Board - China.

The IPB-CN (I-COM Programme Board - China) is a tripartite industry body comprised of advertisers, agencies and media owners organized under the auspices of The Interactive Internet Advertising Committee of China (IIACC), to promote the standardization and recognize innovation in Digital Measurement in China. The IIACC is I-COM’s exclusive representative in China. The IPB-CN decides in consensus on on the event themes, goals, structure, content and speakers.

The IIACC is responsible for coordinating I-COM events in China and recommends members to represent the IIACC in other international I-COM Programme Boards such as Global or Asia Pacific. More...

Back to School

Sherrill Mane [pictured], Senior Vice President, Research, Analytics, and Measurement, for the IAB writes at MediaPost: August is already nearly half gone, and we are inching our way to the traditional back-to-school season while clinging to the last gasps of summer fun.

Ponder the prospect of dramatic improvement to our workflow and our understanding of ad unit features, as the IAB, 4A’s and ANA jointly continue the work begun with our members as part of Making Measurement Make Sense. Within the upcoming school year, we may well have a common lexicon for describing the wealth of digital ad unit features and begin mapping the path to testing which ones have the greatest impact on brand building. More...