Leading Marketers, Agencies and Publishers Agree on Ground-Breaking Guiding Principles of Digital Measurement

Objective Is to Make Measurement Make Sense in Digital and Across Platforms

NEW YORK, NY (June 13, 2011) — The ANA (Association of National Advertisers), the IAB (Interactive Advertising Bureau), and the 4A’s (American Association of Advertising Agencies) today announced the release of Guiding Principles of Digital Measurement.  These five principles are the foundation of Making Measurement Make Sense, an ecosystem-wide initiative independently facilitated by the management consulting firm Bain & Company and the strategic advisory firm MediaLink LLC.

“This collaboration focuses on the needs of brand marketers and highlights the importance of cross-platform comparison,” said Bob Liodice, president and CEO, ANA.  “For the first time in the history of Internet advertising, business leaders and functional experts from leading marketers, publishers and agencies have come together to jointly develop a plan for improving digital media measurement.”

To identify priorities, develop measurement solutions and build industry consensus, Making Measurement Make Sense has assembled a group of 40 thought-leaders and decision-makers to actively contribute to the initiative.  In addition to the three founding associations, the NAA (Newspaper Association of America) and OPA (Online Publishers Association) are also participating in the initiative.

Making Measurement Make Sense has three primary objectives:

• Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform world
• Drive industry consensus around the solutions
• Establish a measurement governance model to support ongoing standards development, ensure compliance and manage change in a rapidly evolving media climate

The initiative’s leaders have agreed on five Guiding Principles of Digital Measurement.  These principles are the product of extensive fact-finding and due diligence regarding current measurement offerings and their application to the business of transacting and evaluating advertising effectiveness.  The five principles are built upon the input and consensus garnered from workshops with teams of functional experts and business leaders representing companies across the ecosystem.

Principle #1 – Move to a “viewable impressions” standard and count real exposures online.

Today we count “served impressions” as recorded by ad servers.  Often, ad units are not in a viewable space to the end-user or fail to fully load on the screen – potentially resulting in substantial over-counting of impressions. Viewable exposures are increasingly the norm across other media and better address the needs of brand marketers.

原则 #1 – 转向“可见曝光”，计算真实的网络广告呈现

　　今天，我们通过计算服务器记录的曝光数来看待广告效果。通常，对于最终用户来说，广告不一定总能被看到，甚至不能被完全下载到他们的屏幕上——这很可能导致广告曝光在很大程度上被高估。“可见曝光”正在成为跨媒体评估的标准，并能更好地满足品牌主的营销需求。

Principle #2 – Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.

Brand marketers target specific audiences.  Marketers need to understand the quality and number of exposures against their targets – and the respective reach and frequency of such exposures.  The existing digital currency makes this extremely difficult.  Moreover, the practice of selling ad impressions makes cross-media comparisons extremely difficult, if not impossible.

原则 #2 – 衡量网络广告必须用基于目标受众的“货币”，而非广告总曝光

　　品牌主总是锁定特定的目标受众。营销者们需要弄清其目标受众的曝光质量和数量，也就是这些到达数和频次。现有的数字营销衡量标准很难达到这点。况且，即使有可能，销售广告曝光的做法也会让跨媒体比较相当困难。

Principle #3 – Because all ad units are not created equal, we must create a transparent classification system.

Unlike traditional media, which have a limited number of inventory types (e.g., 30-sec spot, full-page back cover), digital has a myriad of units. A transparent classification system will:

• Reduce complexity from a creative standpoint
• Simplify the comparison of ad units across websites
• Enhance the ability to track how different types of ad inventory drive different outcomes
• Facilitate planning and evaluation across media

Making Measurement Make Sense advocates a transparent classification system, adhered to by all publishers. Such a system will enable marketers to identify and spotlight the best offerings for brand building, and for other marketing objectives.

原则 #3 – 由于不是每条广告都一样，因此我们必须创造一种透明的分类体系

　　与传统媒体有限的库存种类不同（如30秒广告、片尾广告），数字媒体拥有海量广告形式。一个透明的分类系统应该：

• 降低创意的复杂性
• 简化不同网站上的广告对比
• 加强追踪“不同类型广告库存如何带来不同结果”的能力
• 推动跨媒体计划和评估

　　“使测量更有意义”倡导一个透明的分类体系，并得到了所有媒体的拥护和支持。这一体系将帮助营销者充分认识提供什么样的服务对品牌建设和其他营销目标最有价值。

Principle #4 – Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online’s contribution to brand building.

Currently, the industry is awash in digital interaction metrics. However, these metrics are not necessarily relevant for brand marketers.  Aside from click-throughs, there are few standards for enabling reliable comparison across sites.  The industry must identify and define the specific metrics most valuable to brand marketers and define and implement reliable standards for existing metrics.

原则 #4 – 确定与品牌营销者相关的“关键指标”，以便营销者更好地评估互联网对于品牌建设的贡献

　　互联网广告行业目前充斥着各种互动性评价指标。然而，这些指标对于品牌主来说并不是必要的。除点击率外，只有很少的指标能够比较不同网站的效果。业界必须认清并确定对品牌营销者来说最有价值的具体指标，确定并执行已有的可靠标准。

Principle #5 – Digital media measurement must become increasingly comparable and integrated with other media.

Measurement solutions must facilitate cross media platform planning, buying and evaluating of marketing and media.  This is a substantial issue that hampers analysis and decision making throughout the ecosystem.

原则 #5 – 数字媒体的测量与其他媒体越来越具可比性和整合性

　　测量方案应该能够促进跨平台的媒介计划、采购以及营销效果和媒体评估。这是关系整个产业分析和决策的重要问题，弄不好会阻碍产业的发展。

According to Bill Koenigsberg, president, CEO and founder of Horizon Media and Chairman of the 4A’s Media Policy Committee, “In addressing measurement issues, these principles will provide a consistent standard of currency across the digital platform.  This will allow the media community to navigate the digital technology landscape in a more reliable manner.”

“Now that industry leaders have defined Guiding Principles of Digital Measurement, the Making Measurement Make Sense initiative is refining and vetting concrete means of advancing these measurement principles,” said Sherrill Mane, SVP Industry Services, IAB.  “The process of developing recommended solutions and communicating a detailed implementation plan is expected to be completed this summer.”

In addition to bringing together the marketers, agencies and publishers to determine measurement solutions, Making Measurement Make Sense is engaging the measurement and research community.  This initiative will build on existing measurement efforts to further the goals of better, streamlined, high quality measurement that reduces supply chain friction.  As such, other industry organizations, including the Media Rating Council (MRC) and the Advertising Research Foundation (ARF) are being consulted.  To gauge the feasibility of potential solutions and to encourage innovation, there has been outreach to the leading measurement vendors.

About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes 400 companies with 10,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit www.ana.net, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

About the 4A’s
The 4A’s is the national trade association of the advertising agency business. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies from across the country. The 1,200 member agency offices served by the 4A’s employ 65,000 people; offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association founded in 1917 helps its members build their businesses, and acts as the industry’s spokesperson with government, media, and the public sector. For more information, visit www.aaaa.org, follow us on Twitter, like us on Facebook or download the 4A’s iOS app in the iTunes Store.

ANA Press Contact
Luna Newton
CooperKatz & Co. for the ANA
lnewton@cooperkatz.com
917.595.3061

IAB Press Contact
Laura Goldberg
laura.goldberg@iab.net
347.683.1859

4A’s Press Contact
Portia Badham
pbadham@aaaa.org
212.850.0720

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