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Natalie Stanbury
IAB Australia’s Ad Effectiveness Council has today released a research synthesis, “Elevating brands through multi-channel excellence”. The paper, which is a collaborative effort of the members of the council, provides evidence for marketers of why multi-channel advertising campaigns are more effective at delivering business outcomes and offers guidance for creating and measuring successful multi-channel campaigns.
The IAB Australia Ad Effectiveness Council has released the fifth module of its Marketing Measurement Innovation Series, ‘Ad Effectiveness Through Continuous Experiments’. The module seeks to increase understanding across the industry on how controlled experiments allow marketers to adopt best-practice scientific methods, adding confidence and precision to marketing investment decisions. Controlled experiments represent the most effective way to validate existing marketing activities and assess incrementality.
IAB Australia has detailed its plans to conduct a full review of audience and cross media measurement. The project, known as the Future of Measurement will see the IAB deliver a plan that encompasses measurement solutions, standards for ad measurement, delivery and verification, as well as guidelines and best practices, with the goal of delivering data and meaningful metrics to marketers, agencies and publishers to enable them to assess opportunities and track performance in a complex cross media world.
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