Advertisers unhappy with online measurement

UK-- Less than a quarter of advertisers, ad agencies and media publishers are satisfied with the consistency of online audience measurement metrics, according to the first set of survey results from the Measurement of Interactive Audience (MIA) Project.

Ninety-six percent of respondents said that it was “extremely important” to have consistency in terms of measurement calculations, but only 23% said that this need was being met.

There was overwhelming support for measurement metrics to be clear and transparent, but only 29% of the 800 respondents said that this was actually the case.

The lack of consistency across countries and regions was cited as the biggest concern, with 63% saying that it was an issue for them.

The survey also found that there was “significant room for improvement in current industry standards”, with only 23% of respondents saying they felt current measurement techniques conform to agreed standards.

Nicki Lynas, co-chair of the 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.”

The MIA Project was launched last November.

Author: James Verrinder