Digital advertising industry cites lack of consistent global Internet audience metrics as a major challenge in its development.

15 May 2009: Over 800 executives from advertising agencies, media publishers, ad networks and advertisers across the globe completed the MIA Project Audience and Traffic Measurement survey, the initial results of which are published today.  The MIA Project (Measurement of Interactive Audience,) is a joint initiative between the European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau Europe (IAB Europe) which aims to improve the internet’s accountability as an advertising medium.   The Audience and Traffic Measurement Survey was co-funded by the MIA Project partners the EIAA and IAB Europe, and by the IFABC.

Available in 15 languages to target the world’s largest broadband markets, the research aggregates the views of users of online measurement services from across the media industry. 
The results reveal who is using which forms of measurement and how, establish satisfaction levels with the tools on currently offer and identify where they would like to see future developments.   Almost half (47%) of survey respondents had a multi-national remit, covering online media in markets outside their home country, with almost two thirds (63%) having worked in digital for four or more years.

More consistency and clarity needed
The research found that users of audience measurement believe there is further room for improvement in terms of the information and tools provided.   Whilst 96% of respondents said that it is important for measurement calculations to be clear and transparent, only 29% were satisfied that this is the case in practice.  Similarly, 96% of those surveyed said that it was extremely important to have consistency in terms of measurement calculations, yet less than a quarter (23%) were satisfied that this need is fulfilled.

Among those with international duties, the lack of consistency across countries and regions is considered to be one of the biggest issues facing measurement in digital marketing, with 63% of this group agreeing that the lack of consistent measurement between countries remains a significant challenge in accessing the information they need.

The survey also found that there remains significant room for improvement in current industry standards, with 92% of respondents stating that it is important for audience measurement to conform to agreed industry standards, but only 23% being satisfied that takes place. In addition, 85% said it was important for measurement systems to be independently verified, with just under a third (31%) satisfied that this occurs in reality.

Other MIA Project activities
The MIA Project has three further streams of activity:

1. A consultation process within the MIA Project Working Group where the results of the Audience and Traffic Measurement survey are being analysed in depth.
2. A series of presentations and interviews with the local and international bodies involved with the regulation, monitoring and validation of measurement in online advertising. This will enable the MIA Project to create a detailed picture of local and international structures and systems.
3. Lastly, the MIA Project will enter into a senior-level dialogue with leading figures from the audience measurement vendor community within the MIA Project Vendor Forum.

These streams will culminate with the production of a white paper in June 2009, which will include a roadmap for united industry action to improve online’s accountability as an advertising medium.

Alison Fennah, co-Chair MIA Project and Executive Director of the EIAA, said “This is the first global survey of the executives that work in the online advertising sector about the audience measurement tools available to them.  It shows us that whilst they have a good level of understanding of what the tools are meant to do, they think that finding consistent, clear and comparable data either for one market or for multi-national projects is both a major challenge and a priority.”

Nicki Lynas, co-Chair MIA Project and Head of Research at IAB UK, said: “The vast majority of survey respondents feel that the industry needs consistent and clear measurement calculations. Now more than ever, it is vital that the online advertising industry can be accountable to everyone and we hope that the results of the MIA Project survey will help all the stakeholders in the industry come together to attain this goal.”

Richard Foan, Chair of IFABC web measurement and Managing Director of ABCe said: “Documenting the real feelings of key industry professionals is another positive step in the growth of online. Focus on accountability will pay dividends for those professionals that deliver trusted data.”

Ends

Note to Editors
The survey was carried out online by research agency Redshift Research (www.redshiftresearch.co.uk).  The survey was available in the following languages: Dutch, English, French, German, Hindi, Italian, Japanese, Korean, Mandarin, Polish, Portuguese, Russian, Spanish, Swedish, Turkish.  820 responses were received between 3rd November 2008 and 23rd January 2009 from across the world including UK & Ireland (11%), Germany (12%), Spain (12%), France (5%), Italy (4%), the Nordics (4%), Benelux (9%), Poland (8%), other Europe (8%), Turkey & Greece (9%), North America (8%), Latin America (4%), Asia Pacific (4%).  47% of respondents had a multinational remit.

Media contacts:

For your questions about the MIA project:
Alison Fennah, Executive Director of the EIAA, This e-mail address is being protected from spambots. You need JavaScript enabled to view it , +44 (0) 7712645263
Nicki Lynas, co-Chair MIA Project and Head of Research IAB UK, This e-mail address is being protected from spambots. You need JavaScript enabled to view it
Amy Kean, senior PR and marketing manager, IAB UK This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Rebecca Williams / Michael Stuart
Red Consultancy
Tel: 020 7025 6500
Email:
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Mark Barber
Eulogy!
mob:  07818 260250
tel: 020 7927 9999
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About the European Interactive Advertising Association
The European Interactive Advertising Association (www.eiaa.net) is the leading pan-European trade organisation for sellers of interactive media and technology providers. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Since its founding in 2002 the EIAA has invested substantially in multimedia research, marketing, standardisation activities and education, of both the market and government, on the role of interactive advertising. With this wide-ranging programme the EIAA has grown quickly to command a solid reputation and influential position within the European online market.

EIAA members are Adconion Media Group, Ad Europe, AdLINK Group, blinkx, CNN International, CondéNet International, Disney, eBay International Advertising, EyeWonder, Gruner + Jahr, LinkedIn, Microsoft Advertising, MTV Networks International, Orange Advertising Network, Platform-A, PREMIUM PUBLISHERS ONLINE, smartclip, Specific Media, Vodafone, wunderloop and Yahoo! Europe. The EIAA is chaired by Michael Kleindl, Managing Partner of Valkiria Network.

With these member networks reaching the majority of the European online audience, the EIAA is in a unique position to work with advertisers and agencies to realise the full potential of interactive media in any marketing strategy.

About IAB Europe
IAB Europe is a federation of 23 national Interactive Advertising Bureaux (IAB) across Europe. Its mission is to promote the growth of the interactive advertising markets on behalf of its clients and national members. Supported by every major media group, advertisers, agency, portal, technology and service provider, its voice represents the interest of more than 5000 company members, representing over 90% of digital revenues in Europe. IAB Europe coordinates activities across the region including public affairs, benchmarking, research, setting standards and best practices. The member countries are Austria, Belgium, Croatia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, Netherlands, Norway, Poland, Portugal, Romania, Slovenia, Spain, Sweden, Switzerland, Turkey and the UK. For more information, please see www.iabeurope.eu

About IFABC 
The IFABC was founded in 1963 and encompasses 39 bureaux in 36 countries (including recently joined China and Chinese Taipei) run as tripartite, industry owned, not for profit auditors of media.  ABCe is Chair of the IFABC web standards group. www.ifabc.org.