Measuring digital media
The Internet Technical Group (ITG) exists to discuss and find solutions to industry raised technical issues and consider (practical and feasible) proposals to inform the development of digital standards (as set by JICWEBS). All ABC Members and Associates are welcome to participate in this group.
The group plays both a reactive role, evaluating JICWEBS requirements and a proactive role, informing recommendations taken by ABC to JICWEBS in the face of new industry developments.
The meetings for 2015 will be held in:
· July (time & date TBC)
· October (time & date TBC)
· December (time & date TBC)
Why global online metrics matter
One of the things that has appealed to advertisers about the internet since the first dotcom boom has been its global scope. It allows them to communicate with markets around the world as easily as they previously could their domestic audiences. And as we see TV, radio and mobile all using the internet as the medium to reach a worldwide audience, the importance of the internet as a global medium will only grow. But as an advertiser, how do you assess reach across continents?
In a world of increasingly fragmented audiences and segmented media habits, census information becomes key for planning communication, as it is able to identify traffic across geographical regions at an individual unique browser level. Equally important is that advertisers have a universally recognised set of principles to work with, underpinned by local verification that these principles have been met.
Trust and online measurement
Richard Foan, Group Executive Director, Communication & Innovation, ABC
Engaging with digital is a way of life. Whether it’s via tablet, mobile or laptop we are all never far away from accessing the Internet. In our 24-hour world the opportunity to dip in and out of content on the go, desk side or at home has proved irresistible. But the attraction of digital – its’ dynamic nature and myriad of access points, raises challenges when it comes to demonstrating performance.
Digital is often touted as the most measureable and therefore accountable medium. Whilst digital is certainly infinitely countable it can also seem infinitely complex. Fortunately the key building blocks are available to make measurement transparent, accurate and comparable.