IAB’s Mixx conference talks new online measurement

Standardizing the metrics and currency used in the advertising industry is a hot topic in today’s media landscape and was a focus at Friday’s IAB Canada’s Mixx Canada 2012 Conference. Sherrill Mane, senior vice-president, industry at IAB USA, outlined the “Making Measurement Make Sense” (3MS) initiative, which is a cross-ecosystem collaboration that will improve planning, […]

Standardizing the metrics and currency used in the advertising industry is a hot topic in today’s media landscape and was a focus at Friday’s IAB Canada’s Mixx Canada 2012 Conference.

Sherrill Mane, senior vice-president, industry at IAB USA, outlined the “Making Measurement Make Sense” (3MS) initiative, which is a cross-ecosystem collaboration that will improve planning, buying and measurement of digital media.

An effort between IAB, the 4A’s (American Association of Advertising Agencies) and the Association of National Advertisers, 3MS promotes standardization and transparency in the measurement used for transactions, and also wants to change digital currency, said Mane. A main objective is to “create the right digital currency and metrics,” she said.

It comes down to marketers, agencies and publishers working collaboratively to ensure brands have the tools to “move into digital media with confidence,” said Mane. The goal is to create a “comfort zone” for brands to move smoothly into the cross-media world. A big part of 3MS revolves around cross-platform comparisons across both digital and “legacy” media such as TV and print.

Mane outlined three key ideas on which 3MS is most strongly focused:

1) Shift from a “served” to a “viewable” impression standard. Mane said viewable exposures (i.e. an ad unit rendered on a screen) are a better measurement because ad units don’t always properly load on users’ screen. Moving to a “viewable impression” standard means real online exposures would be counted.

2) Introduce an online GRP metric providing reach and frequency reporting of viewable impressions.

3) Implement a classification system and taxonomy for banner, rich media and streaming video ads.

During her address, Mane also spoke of “The Rising Stars Program,” an IAB program in the U.S. that focuses on the creative aspects of online adverting. Mane admitted that the interactive advertising industry hasn’t hit the mark when it comes to creating beautiful ads that captivate and entertain. Whether it be for display, mobile or digital video, she said the creativity has to improve.

Media Articles

Canada’s first party leader to post an ad on Instagram is…

Prime minister Stephen Harper using ads on social as part of election campaign

How outrage culture changes the rules for crisis management

David Gordon and Paul Lawton share tips for successful outrage management

Updated Environics data tool shows you the money

New data aides financial planning, fundraising, marketing and merchandising

Much Digital Studios announces first brand partnerships

Content will appear online and associated digital properties

Yellow Pages introduces a bigger, better Western Living

'We're going to be luxury and more' says publisher Tom Gierasimczuk

Maxus hires Devyn Perry to oversee BMO account

Career includes stints with Starcom, Vizeum

The sky is the limit for Holts

Luxury retailer partners with Air Canada on new in-flight channel

Canadian TV advertising continues to slide: StatsCan

Ad sales dropped by nearly $200 million between 2011 and 2014

Virool brings its in-line video solution to Canada

Alicia Elliott to lead sales for California-based company