Improving cross media measurement and accessing quality metrics would drive the next wave of digital content and ad spend, according to a new survey of key decision makers and industry stakeholders.
In total, 90 per cent of over 700 publishers, agencies and advertisers polled in the Digital Measurement Priorities Report by IAB Europe said that being able to identify and measure digital content consumption in relation to other channels would increase investment. A shift towards digital is already underway, but stakeholders want to measure their output with TV to provide a holistic view of their strategies and spend.
The survey also found that integration with programmatic tools and transparency for brand safety would drive digital investment, as both featured in a top-three list of priorities for 2017. IAB Europe, a non-profit trade association, is currently focusing its efforts on advancing programmatic trading by educating enterprises in key areas such as data and mobile.
Viewability and brand safety have been high-profile concerns for marketers this year due to the rise of fake news and extremist content on social platforms such as YouTube and Facebook. All the stakeholders surveyed agreed that viewable impressions should now be used instead of served impressions to improve the quality of digital advertising.
IAB Europe is already working with the World Federation of Advertisers (WFA) and the European Association of Communications Agencies (EACA) in an attempt to overhaul the accuracy and consistency of delivered impressions metrics so that brands can determine exposure levels more effectively. This would also bring digital in line with TV, where the “opportunity” to see or view an ad is an accepted principle in all forms of advertising.
“It is now more critical than ever to reinforce the quality of the digital advertising environment to ensure that advertisers have strong confidence and underpin the delivery of free content,” IAB Europe CEO Townsend Feehan said. “Ensuring that viewable impressions are measured correctly and consistently across all markets in Europe is a key first step and the aim of the cross-industry European Viewability initiative.”
Mothercare Ireland Commercial Director, Ben Ward added: “Mothercare Ireland warmly welcomes the research results from IAB Europe; the need for group studies and measurement is a key tool in assisting retailers, publishers and advertisers alike in better understanding the market and where best to focus their attention and budget.”