ANA CEO says interactive ad industry must move beyond page views and click-through rates.
A system to code, track, and measure digital ads got a big boost from the Nielsen Co. and several advertising trade associations.
Association of National Advertisers CEO Bob Liodice said today that Nielsen will incorporate the so-called Ad-ID code in its upcoming watermarking technology for digital assets. The Ad-ID, created in 2003, is managed by the ANA and the American Association of Advertising Agencies; the watermark technology is under development.
"We need to get everyone on the same page so media measurement companies can start working off the same information," Liodice said during the ANA's TV & Everything Video Forum attended by more than 600 industry executives.
Improving the measurement of digital media and advertising is an ANA priority. "Measurement on digital platforms is extremely confusing and contradictory," he said. Case in point: The New York Times is identified as the top news and information website by comScore, but is ranked number 13 by Nielsen.
The Interactive Advertising Bureau, Advanced Media Workflow Association, and Association of Independent Commercial Producers also support the Ad-ID system, according to Harold Geller, managing director, Ad-ID.
Seven hundred advertisers are using the code, up from under 100 four years ago, Geller said. "It's the equivalent of a UPC code," he said.
The code is used mostly in TV advertising, but Geller said there will be a push to expand adoption to online video ads and display advertising.
Making ad operations more efficient has been a long-time issue for ad agencies, publishers, and advertisers.
At the ANA forum, Liodice outlined other initiatives underway that should help advertisers:
Nielsen spokesman Gary Holmes said in a follow-up e-mail: "Per our policy we won’t be able to discuss any cost issues, but I can say that Nielsen is as excited as any about the prospect of what TV commercial ratings might bring to the industry. As is our longstanding practice, we will support what the industry decides to use as a basis for the buying and selling of TV advertising." He did not say whether the watermark technology could be used for online advertising.
Still, measurement approaches continue to evolve. Just this week, MediaMind, formerly known as Eyeblaster, said the Media Rating Council accredited its ad server for unique impressions and average frequency metrics.
When asked if MediaMind would include the Ad-ID code, MediaMind Global Marketing VP Amit Rahav said: "We are closely watching the Ad-ID initiative with a view to offer our tracking and measurement services, including our IAB/MRC accredited algorithms, to all Ad-ID enabled assets."
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT