Is there a need for standard measurement body in digital advertising?

With the medium growing at a breakneck speed, marketers are now looking for greater reach & accurate numbers on ROI. Is this the right time to introduce a measurement body along the lines of IRS or TAM?

e4m by Sonam Gulati
Updated: Feb 13, 2014 8:45 AM
Is there a need for standard measurement body in digital advertising?

GroupM’s latest study on AdEx, titled ‘This Year, Next Year (TYNY) 2014’, states that digital advertising revenues will register a 35 per cent growth (the highest in all categories) in 2014. In total, this will represent 7.9 per cent of the media advertising expenditure in 2014, up from 6.5 per cent in 2013.

Although the user base is the largest in digital media and it also offers multiple ways of reaching out to the target audience such as mobile, videos, non-intrusive ads, etc., there are some challenges that marketers face. The internet user base in India stands at 200 million, yet overall, the spends on digital advertising are the lowest. Some marketers say that it is due to prevalent traditional methods of marketing, but some do admit that getting the exact RoI from digital or mobile is a tad bit difficult.

With TAM and IRS facing serious controversies, is instituting another measurement body for digital advertising the right answer, especially since it is still in its nascent stage?

Recently, Aman Malhotra, Digital Marketing Head, Samsung India shared that only 20 per cent of the total marketing spends goes into digital marketing. He also stressed on the need for an agency on the lines of IRS or TAM for digital advertising.

In a recent interaction with exchange4media, Rajan Anandan, MD, Google India also agreed that the industry could do with a central body or authority. Though the industry refers to ComScore for their data, experts think the lack of proper measurement metrics in digital advertising still lies unaddressed. Anandan further stated, “What the ecosystem now needs is more brand-specific measurements that help the brands understand the real impact of the online medium and can address issues such as building brands online and improving brand metrics.”

Getting information on the exact reach of mobile-driven campaigns is a little tricky. Meera Chopra, VP - Global Head of Advertising Sales, Vuclip remarked, “As the mobile platform matures, advertisers require meaningful metrics that help them evaluate and optimise the performance of their campaigns. This means going beyond the CPM and CTR. For the mobile platform, advertisers are keen to understand brand awareness, brand familiarity, mobile ad awareness, brand favorability, and purchase intent. In essence, these band metrics provide advertisers with a clear sense of ROI.”

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