Provides guidance for organisations using social media platforms
IAB Australia’s Measurement and Research Council has today issued its updated Digital Brand Ad Effectiveness Research Guidelines. The Guidelines, which were first published in 2009, outline some of the key aspects for consideration when planning and setting up online brand advertising effectiveness research. Industry bodies including AANA and MFA have contributed to the updated Guidelines, along with a number of major vendors.
The Guidelines cover when brand effectiveness research should be conducted and the two recommended methodologies, as well as providing a checklist for the pre-selection, set up and reporting stages of the research.
According to Gai Le Roy, IAB Australia’s Director of Research, the increasing use of digital ad effectiveness research means that web site users are exposed to studies more frequently, with the potential of hindering their media experience which could impact publishers or advertisers.
“Brand attitude and effectiveness studies are complicated and there are lot of moving parts. These Guidelines seek to ensure that simple errors do not invalidate results – and at the same time – that a website users’ experience of the website they are visiting or the ad they are viewing is not adversely impacted.”
Alina Bain, AANA’s Director of Operations and Regulatory Affairs commented: “These Guidelines will provide assurance for Advertisers that the quality of research being provided to them by agencies and publishers is of the highest quality. They provide a good balance between the Advertisers requirements and the reality faced by media agencies.”
The Guidelines can be downloaded at: http://www.iabaustralia.com.au/BrandResearchGuidelines
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
IAB Australia’s board includes representatives of AIMIA, Carsales.com, Fairfax Media, Google, Network Ten, News Australia, Mi9, REA Group, SBS, Telstra Advertising Network, TressCox Lawyers and Yahoo!7. It has four objectives:
- To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
- To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
- To be the primary advocate for the interactive marketing and advertising industry
- To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au