IPA Digital Chairman Voices Support For Online Measurement

The chairman of IPA Digital and managing director of Profero, Wayne Arnold, has expressed his support for JICIMS move to work with the NRS to launch a quarterly internet audience survey.

Writing in the new-look IPA online bulletin, Adnews, Arnold reveals his disbelief that the industry is still debating the issue, and says that it also needs to be broadened to include offline as well as online to measure brand engagement.

“One day in the not too distant future, the internet will take over the mantle of being the primary medium of choice. I have no doubt about this. Clients will no longer be able to ignore its power and budgets will finally be representative of its stature. For this to happen we need to have established a ‘grown up’ method of measurement,” he said.

He also said that the new data would enable like-for-like comparison of different mediums, enabling clients to see the power of the internet and adjust their budgets accordingly.

In June, the IAB and the NRS announced that a single online planning currency was one step closer with the launch of a quarterly internet audience survey led by the two groups (see Online Planning Currency A Step Closer).

At MediaTel Group’s ‘Future Of The National Press’ seminar last month, chairman of the National Readership Survey, Simon Marquis, also revealed that taking the NRS survey online is a long-term aim for the group (see NRS Confirms Long-Term Online Strategy).

IPA: 020 7235 7020 www.ipa.co.uk

NRS: 020 7242 8111 www.nrs.co.uk

IAB: 020 8683 955 www.iabuk.net