New research has found that online advertisers believe there is room for improvement in terms of audience measurement.
Over 800 executives from advertising agencies, media publishers, ad networks and advertisers across the globe completed the MIA Project Audience and Traffic Measurement survey, a joint initiative between the European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau Europe.
Almost half (47%) of survey respondents had a multi-national remit, covering online media in markets outside their home country, with almost two thirds (63%) having worked in digital for four or more years.
Whilst 96% of respondents said that it is important for measurement calculations to be clear and transparent, only 29% were satisfied that this is the case in practice.
Similarly, 96% of those surveyed said that it was extremely important to have consistency in terms of measurement calculations, yet less than a quarter (23%) were satisfied that this need is fulfilled.
The survey also found that there remains significant room for improvement in current industry standards, with 92% of respondents stating that it is important for audience measurement to conform to agreed industry standards, but only 23% being satisfied that takes place. In addition, 85% said it was important for measurement systems to be independently verified, with just under a third (31%) satisfied that this occurs in reality.
Alison Fennah, co-chair MIA Project and executive director of the EIAA, said: “This is the first global survey of the executives that work in the online advertising sector about the audience measurement tools available to them.
“It shows us that whilst they have a good level of understanding of what the tools are meant to do, they think that finding consistent, clear and comparable data either for one market or for multi-national projects is both a major challenge and a priority.”
Nicki Lynas, co-chair MIA Project and head of research at IAB UK, said: “The vast majority of survey respondents feel that the industry needs consistent and clear measurement calculations.
“Now more than ever, it is vital that the online advertising industry can be accountable to everyone and we hope that the results of the MIA Project survey will help all the stakeholders in the industry come together to attain this goal.”
A report in the Economist earlier this year predicted that online advertising will continue to expand during the financial downturn – just not as quickly as previously expected (see Online advertising will continue to expand in the recession).
