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Online audience measurement takes leap forward in Holland
Date: 29/05/2009
This month, BVA announced the launch of an online joint industry committee (JIC) in the Netherlands. They join relatively few other markets with a full, active, online JIC (including France, Germany and Italy). The process of establishing a JIC started in March 2008 and the first tender is in December 2009.
Dutch marketers have benefited from online audience measurement for the past 4 years. Whilst the research (STIR) had evolved to encompass more than 500 different sites, advertisers and agencies had some reservations over its transparency. To tackle this, they drew from their successes with JICs for TV and print and sought to launch a JIC for online.
An independent consultant was hired to interview all members of the tripartite - advertisers, agencies and media owners - and then report back with results and recommendations. Having an independent body doing this work was critical to ensure confidence in the findings for all parties involved.
Amongst the challenges faced in the Netherlands, was the lack of one single organization to enable online media owners to speak with one voice. There were, for example, differences of opinion between online media owners with experience of JICs in other media, and those without. This was overcome with the establishment of one industry body representing online media owners exclusively; VINEX. The new online JIC maintains the name ‘STIR'.
- For more information about BVA's experiences with their online JIC, please contact Hanne Alblas: [email protected]
- WFA is currently conducting a global survey to better help our 57 national advertiser associations to learn from how other markets around the world organize and fund their audience measurement. If you would like to be involved, and have yet to complete the online survey, please contact Robert Dreblow: [email protected]
- To download the WFA's recent position paper on ‘what advertisers want from online audience measurement', click here. For guidance on how to organize audience measurement in your market, please download the WFA/ EAC document here.
