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

The new reality of customer-centric marketing (Column)

Cundari CEO on creating content that provides value, engages brand advocates

What marketers can learn from… Marvel’s comeback

Great companies don't only make products, they build ecosystems

Tim Hortons to review use of in-store digital screens

Following Enbridge storm, chain determining if Tims TV makes sense for the brand

Checkout 51 acquired by News America Marketing

Canadian mobile coupon company to retain its name and Toronto headquarters

AOL experiments with more interactive video ads

Five new AOL On video formats emphasize engagement

On The Move: changes at Naked Creative, Manifest, Télé-Québec

A weekly recap of who's headed where in Canadian marketing and communications

BBDO taps Timothy Welsh to lead post-production operation

Agency expands Ricochet to meet rising demand for video content

Digital Ad Lab wants to be code school for programmatic

Raymond Reid's new venture offers hands-on training in digital ad ops