Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Constantin Popa is the director of monitoring audit and AdEx in BRAT (Romania’s ABC). He coordinated the setting and commissioning of the AdEx project within BRAT 5 years ago and evolved it to its present state in which, in addition to print, it includes radio, online and OOH.
BRAT is an independent, non-profit, tripartite organization that serves the media and advertising industry. Its members are publishers, media agencies and advertisers. BRAT is a JIC which in Romania carries out print and online media measurement, audit of circulation and AdEx for print, online, radio and OOH.
At the Media Measurement and Research 2016, which will be held 8 November this year in Zagreb, organized by ABC Croatia, Popa will hold a lecture on Non-TV AdEx.
You have weekly updated data. How did you decide on the weekly dynamic and how did you pull it off?
Constantin Popa: We deliver our clients data on consumption of advertising on a weekly basis, and information on the latest ad campaigns are sent to them daily. Such dynamics of reporting already existed in the market, because the TV JIC delivered the data in the same way, so the agencies and publishers have been accustomed to it. For this reason we have designed our system to be able to follow this dynamics.
Can it happen that some data in the AdEx are missing?
Constantin Popa: We deliver only complete and verified information. We have gained experience in previous projects, such as in the revision of the circulation, on how to ensure that everyone deliver information timely, and we have introduced several mechanisms that prevent the occurrence of such situations.
What other useful things will the conference participants hear from you?
Constantin Popa: At the conference I will focus on the benefits of having standardized metrics for the consumption of advertising and the importance of the fact that the standards of measurement are identified and verified by the JIC’s. I will present our approach to measuring consumption in advertising by going more deeply into MIP: collection, verification and reporting of data on it. Also, I will be available for audience questions.