Industry Moves Towards Single Online Measurement System
A single, industry-wide system for the measurement of electronic media looks set to be adopted across the continent following a landmark agreement by European Interactive Advertising Bureau.
The IAB Europe’s strategy council has decided to accept the metrics that have already been in place in the UK and Ireland through the work of ABC Electronic, which has been in consultation with media owners, advertisers and media buyers.
The system has also been adopted by a global IFABC group of measuring organisations and the next step is to secure industry-wide approval for a single set of standards that will bring the internet in-line with other media.
Commenting on the initiative, Danny Meadows-Klue, president IAB Europe and head of its European Standards Task Force, said: “This is about making online simple. Our task forces have worked with ABC groups in many countries to share ideas and agree on these uniform measurements. There are so many different activities marketers want to be able to measure online and these tools give the only clear, precise, detailed definition about what each and every metric really stands for.”
Richard Foan, managing director of ABC Electronic, added: “Now online spend is growing at an even greater pace, media buyers are looking to established industry bodies to deliver the necessary accountability. Globally the IFABC and in the UK and Ireland, ABCE are the industry bodies created to do just that. IAB Europe should be congratulated for building on existing best practice for the benefit of professionals in new media across Europe.”
Last month the Interactive Advertising Bureau announced a raft of senior appointments intended to boost its marketing and research operations ahead of official figures expected to reveal record revenues for the burgeoning medium (see IAB Expands Operations As Online Adspend Soars).
IAB: 020 8683 955 www.iabuk.net
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