IAB Australia’s newly formed Ad Effectiveness Council has elected Marcus Betschel, National Head of Strategy & Products at Columbus as Council Co-Chair. Betschel will lead the council with IAB co-chair, Gai Le Roy working to help Australia’s digital industry identify and refine the best methods to assess the impact of advertising across different activities.
The Council has released its first piece of work designed to help the digital industry assess the impact of advertising, publishing the “Advertising Effectiveness Glossary of Terms” which identifies the many metrics and models that are in use today without judgement. It will now work on producing a Best Practice Handbook to guide marketers on the methods and metrics to assess different objectives and improve overall ad effectiveness in the industry. The Council will also help curate the IAB’s first full day measurement conference, MeasureUp, to be held in October.
Established in March 2017, the Ad Effectiveness Council has been set up to explore how digital measurement data can be combined with other forms of media data to enhance cross media planning and buying. The council includes representatives from publishers, data agencies, media agencies, research companies and advertisers.
“It’s a huge honour to be elected co-Chair by such a talented and experienced group,” said Betschel. “The challenge of identifying relevant metrics of ad effectiveness is an incredibly important one. It’s key to our marketplace and the future of the industry as a whole, particularly given the increased scrutiny on the value of digital advertising execution.
“The Ad Effectiveness Glossary is the Council’s first step to bring the market together to a common understanding. The IAB is on a mission to simplify digital, so explaining the often confusing jargon is a necessary first step to moving toward better metrics that gauge the impact of ad investments,” said Betschel.
Le Roy added “We are thrilled to have such an experienced agency representative as co-chair of the Ad Effectiveness Council and the publication of the glossary is part of the work the IAB is doing to help people have a common language in market. Other IAB councils will also be coming out with glossaries over the next month.”
Members of the IAB Ad Effectiveness Council are (in alphabetical order by organisation):
- Marcus Betschel (Council Co-Chair) - Columbus Agency
- Gai Le Roy (Council Co-Chair) – IAB Australia
- Mark Mansour – eBay
- Lyall Sundel - Experian
- Steve Lockwood - Facebook
- Beth van Koesveld - Fairfax
- Pat Neupauerova - Google
- Willem Paling - IAG
- Daniel Karlsson - Impact Radius
- Mark Henning – Kantar Millward Brown
- Sabrina Chan - News
- Andrew J Palmer - Nielsen
- Davina Strait - Nine
- Stephanie Browne - REA
- Lisa Meunier - Roy Morgan
- Becky Smith - Yahoo!7
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 43 IAB offices globally, and with a rapidly growing membership, IAB Australia's principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.
By addressing the core pillars of growth of the online advertising industry - simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.
IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB's membership benefits such as resources, events, reporting, and industry representation.
For further information about IAB Australia please visit: www.iabaustralia.com.au
About Columbus Agency
Columbus is a data-driven marketing agency for the new economy, leading brands from today to tomorrow. Our talented team partner with clients to deliver end to end brand experiences through a world-class data narrative. Through our expert navigation of data, pioneering strategy and passion for what we do, we bridge the gap between your business and the people you want to talk to, truly understanding the segment of one. A relentless focus on innovation, Columbus has a dedicated Digital Design Team producing over 60 first to market initiatives in Australia and four global firsts in the last three years.
Australian made since 2006, Columbus has pioneered the Performance and Experience space, growing to become the most qualified agency in Australia in what we do. We are part of the Dentsu Aegis Network and operate in 9 countries across Asia Pacific