Online measurement: Friend or foe to marketers? OMMA Metrics and IAB

Marketers don’t spend more on online advertising because of the difficulty they have with online measurement.

Online venues offer numerous measurement mechanisms that present loads of information on the popularity and performance of online ad campaigns. If there are so many ways to measure online performance, why is online measurement a foe to marketers? Is it because there are too many and overly complex measurement modes out there?

It’s time for marketers to become friends with online (digital media) measurement.

In this OMMA Metrics presentation, Joe Laszlo, Deputy Director of Interactive Advertising Bureau Mobile Marketing Center of Excellence, helps marketers better understand online measurement and speaks on what the IAB has been doing to make digital media measurement even friendlier.

Online measurement challenges

• Too many metrics that don’t align
• Who to trust to interpret them?
• Traditional media is good enough and comfortable
• Poor digital metrics proof: Brand advertising accounts for 62% of total measured advertising but online is only 25%

Grow digital advertising

• Overcome “frenemy” relationship with marketers
• Currently need to create a collage of data to know whether each brand campaign is doing well online

Online measurement for non-techies

Publishers want to know

• Is my site working? how are folks using it?
• Who visits? Demographics
• How they compare to competition

Marketers/agencies want to know

• Where to run campaigns?
• How much will it cost?
• Was it effective?

Can’t we all just get along? The Interactive Advertising Bureau wants marketers and online measurement to be friends.

• IAB is working to standardize measurement and reach through impressions, clicks, mobile.
• IAB is making measurement make sense by designing systematic and rigorous guidelines to improve within digital and cross-platform.

All media will be digital soon. To maintain a lasting friendship between marketer and digital media measurement, guidelines for effective and clear measurement must be established.