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WFA releases position paper on online audience measurement
Date: 09/04/2009
WFA has published a position paper outlining marketers' needs in relation to online audience measurement. Prepared by the WFA Digital Network, which brings together some of the world's top interactive client-side marketers, it lays out their perspectives with a view to contributing to the advancement of online audience measurement.
The paper describes the challenges and opportunities inherent in improving online audience measurement as perceived by paying clients. It also proposes a direction for the evolution of online accountability, including a recommendation to establish an international joint industry working group to develop global guidelines.
These perspectives are informed by learnings from several countries that are some of the more advanced in this field. Input was provided by WFA National Advertiser Associations from France (UDA), Germany (OWM), Sweden (SA) & the USA (ANA). It is hoped that certain initiatives will benefit from this work, such as the MIA Project (www.miaproject.org) as well as those underway at a national level.
Said Bernhard Glock, VP Global Media and Communication, P&G & WFA President: "Although this paper reflects the thinking of digital specialists, it also recognizes the importance of understanding ROI from a multimedia perspective. Marketers need online audience measurement to evolve globally. This document provides how as a collective community we can drive ROI via better and more integrated measurement."
Said Stephan Loerke, Managing Director of the WFA: "We hope that these insights will positively influence some of the existing and planned online measurement initiatives. The opportunity for the global marketing community to benefit from the shared learning of more advanced markets, such as the USA and Germany, is an opportunity not to be missed. We look forward to working with those who have established themselves as leaders in this field."
Download the paper below.
For more information please contact Robert Dreblow: [email protected]
Documents:
What advertisers want from online measurement 2.4.09.pdf
