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NATIONAL ASSOCIATIONS COUNCIL Media measurement round-table

NATIONAL ASSOCIATIONS COUNCIL Media measurement round-table. Beijing, 12 April 2011. Stating the obvious. Source: GroupM TYNY Autumn 2010 (f) = forecast. But we also know there is a problem. April 2009: WFA position online measurement position paper

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NATIONAL ASSOCIATIONS COUNCIL Media measurement round-table

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  1. NATIONAL ASSOCIATIONS COUNCILMedia measurement round-table Beijing, 12 April 2011

  2. Stating the obvious... Source: GroupM TYNY Autumn 2010 (f) = forecast

  3. But we also know there is a problem • April 2009: WFA position online measurement position paper • April 2011: Time to review of global progress • 30 WFA member countries participated in our survey

  4. 30 participant countries WFA National Associations Survey. Base = 30 countries. April 2011

  5. 93% have online measurement • Q: Online Audience Measurement in your Country is provided by (tick all that apply): Source: WFA National Associations Survey. Base = 30 countries. April 2011 Note: some markets have more than one online measurement solution, hence over 100%

  6. Two global measurement suppliers, but majority tend to use local provider • Q: If more than one online audience measurement exists, which is USED most widely: Source: WFA National Associations Survey. Base = 30 countries. April 2011

  7. Own service remains the dominant approach to management & finance • Q: Thinking of the system most widely used in your Country, how is it managed and financed: Source: WFA National Associations Survey. Base = 30 countries. April 2011

  8. Still very early days for online JICs WFA National Associations Survey. Base = 30 countries. April 2011

  9. 43% without JICs seek to add a layer of accountability • Q: If you do not have a JIC, is there a consultative, but active, user committee or board providing input to the research? Source: WFA National Associations Survey. Resp = 24 countries. April 2011

  10. But that doesn’t mean everyone’s happy Q: In comparison with the audience measurement of the other (traditional) media, the accuracy and relevance of the data provided by the (main) online measurement system, is Source: WFA National Associations Survey. Base = 30 countries. April 2011

  11. Or that there’s clarity on terminology... Q: Do you think the industry, in your country, uses clear, consistent, universally accepted definitions for what an ‘impression’ (or an ‘exposure’, or ‘impact’) is, for advertising in online media? GLOBAL CORPORATES ASSOCIATIONS Source (left): WFA National Associations Survey. Resp = 29 countries. April 2011 Source (right): WFA member company survey. Resp 31 members (Digital Network) Nov 2010

  12. Progress V 2 years ago! But a way to go • Q: Compared to the situation as it was 2 years ago, do you think that the situation of online audience measurement: Source: WFA National Associations Survey. Resp = 30 countries. April 2011

  13. Less progress on multimedia... • Q: If there is a multi-media audience measurement system (as described in the WFA Blueprint) in place, or under construction in your country, how well is online included in the measurement? Source: WFA National Associations Survey. Resp = 28 countries. April 2011

  14. Support on your memory sticks...

  15. Appetite for online global guidelines... • Q: The WFA recommends the production of global ‘guidelines’ for online audience measurement. What is your opinion about this initiative? Source: WFA National Associations Survey. Resp = 30 countries. April 2011

  16. Objective: to benchmark and learn from your peers around the world to improve your own approach...Focus: Organising reliable online media audience measurement: where advertisers have a say!

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