NEWS19 March 2010

Australian advertisers ‘not doing enough’ on measurement concerns

Asia Pacific News

AUSTRALIA— The head of Australia’s largest advertising body has said advertisers are not doing enough to tackle concerns about online audience measurement.

Speaking in the Sydney Morning Herald, Scott McClellan, chief executive of the Australian Association of National Advertisers, criticised companies for expecting their media buying agencies to deal with measurement issues for them.

“The AANA has been remiss, to be frank… we have been too focused on regulatory issues and have left it to others to look at [other issues],” McClellan said. “We need to step up to the plate and get across those issues of effectiveness and accountability.”

Speaking about the continued use of page impressions as an audience metric despite the increase in dynamic web pages that refresh by themselves, McClellan said advertisers had not made their voices heard. “Where were the advertisers in that debate?” he asked.