Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The Croatian Association of Communications Agencies (HURA), as the leading professional association in the market communications sector in Croatia, is introducing the new European standard of digital advertising visibility, the latest initiative launched at the European level by the European group for coordination of visibility of online advertising.
The initiative is conceived as a solution that will help agencies and advertisers who have been in great dilemma quite some time when it comes to visibility of digital advertising, and how to actually accurately measure the success of a digital campaign.
The gravity of this problem in the market is witnessed by the fact that different platforms currently have different standards when it comes to defining the visibility of the advertised content. For example, on Facebook, an ad is considered to be visible if at least 50 percent of the ad is visible on the screen for one second, while on Twitter it has to be 100 percent visible. Agencies also use their own standards, and in all this, advertisers are not sure exactly which standards they should stick to.
“The visibility of digital advertising is one of the KPIs in our industry and it is definitely time to apply some European and global standards in our market when it comes to measuring campaign implementation in Croatia in all fields, including when it comes to digital advertising. Advertisers often resort to the definitions of campaign visibility they have set up themselves, so it becomes increasingly important to equalize these rules and to help everyone involved in the digital advertising industry,” HURA stated in a press release, and added that the association will continue to connect with initiatives that create global standards, trends and industry regulation.
The goal of the European digital advertising visibility standard is to reduce inequality when presenting the results of different methods for measurement of advertising visibility, and is the result of extensive discussions and consultations between publishers, media agencies, advertisers and manufacturers of special advertising technologies. They all agree that defining more precise metrics will provide easier comparison of digital ads with other media formats such as television.
In addition to raising quality and standardization, when it comes to measurements in digital advertising, this latest initiative aims to improve user experience and increase confidence in digital advertising.
“Digital advertising certainly has some more challenges we have to deal with, but reducing inequality when it comes to metrics for measuring advertising visibility is a key step to boosting the confidence in the metrics, and thus their results when it comes to digital advertising,” said Jon Chase from EACA.
Organizations and their representatives behind the initiative:
IAB Europe:
- Karim Attia, Chair Brand Advertising Committee, IAB Europe
- Alison Fennah, Executive Business Advisor, IAB Europe
- Suzanne McElligott, Board Member, IAB Europe and CEO, IAB Ireland
- Tim Jones, Chair Research Committee, IAB Europe and International Research and Consumer Insight Lead, Oath
EACA:
- Jon Chase, Chair Media Agencies Council, EACA
- Dan Watson, Digital Director, Carat Global
- Bethan Crockett, Digital Risk Director, GroupM
WFA:
- Rob Dreblow, Global Marketing Communications Director, WFA
- Sital Banerjee, Global Head of Media, Philips
- Gerhard Louw, Media management and Digital Transformations, Deutsche Telekom
UK – JICWEBS (IPA, IAB UK, ISBA, AOP):
- Nigel Gwilliam, IPA
- Jon Mew, CEO, IAB UK
Germany – BVDW and AGOF:
- Bjorn Kaspring, Executive Chairman, AGOF
- Thomas Duhr, VP, BVDW
France – Digital Ad Trust (ARPP, Geste, IAB France, SRI, UDA, UDECAM):
- Jean-Baptiste Rouet, UDECAM
- Valérie Chavanne, VP, IAB France
- Hélène Chartier, Managing Director, SRI
Italy – UPA, IAB Italy and Assocom:
- Anthony Cardamone, Assocom and IAB Italy
- Alberto Vivaldelli, Digital Manager, UPA