The Association of National Advertisers (ANA) surveyed its members to understand marketers’ perspectives of viewability verification procedures used by digital media owners. The ANA found that nearly all respondents (97 percent) believe that all digital media owners’ inventory should be measured by a third party.
The need for third-party verification was reinforced by an overwhelming 90 percent of responders who said they are not fully confident that their digital working media meets industry viewability standards. The call for impartial verification was reinforced by 61 percent of ANA respondents indicating they would shift their spending elsewhere if digital media owners did not provide independent measurement.
“During a time of intense scrutiny on transparency and accountability, it’s vitally important that all digital media owners measure viewability by an independent third party, consistent with industry standards. That’s just ‘table stakes’ for digital advertising,” said Bob Liodice, ANA president and CEO.
Some large media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients. Instead, they utilize internally derived metrics that have not been independently verified. Currently, more than 20 firms are accredited by the Media Rating Council (MRC) to measure digital advertising viewability. Nearly two-thirds of ANA respondents feel “very strongly” that a digital media owner should have internally derived metrics accredited by the MRC.
The ANA will continue working with the Media Rating Council and other industry trade associations to elevate the importance of this issue and drive industry standards. “The future of digital advertising measurement relies on heightened accountability through consistent industry standards by all in the ecosystem,” Liodice said.
Endorsing the findings, the 4A’s Measurement Task Force said, “The 4A’s feels that the growing importance of this issue is demonstrated by the fact that 61 percent of clients are willing to shift dollars to digital media owners which use independent measurement sources.” The Alliance for Audited Media noted, “The quality of the digital supply chain is only as strong as its weakest link. Marketers have a vested interest in ensuring that all the various technologies, platforms, and media channels on which their digital ads run have been independently verified as meeting industry standards. Marketers must take the lead by demanding the accountability and transparency that come with a third-party certification audit.”
“Marketers should insist that digital media owners provide third-party verification to optimize accountability and cross-media comparability,” said Bill Duggan, ANA group EVP. The bottom line, Duggan said, “is that the ANA will continue to urge marketers to demand greater transparency and accountability for their digital media investments and support accredited third-party verification.”
The survey was conducted among ANA members during the summer of 2015. There were 154 respondents.
SMPTE elects board officers, regional governors
SMPTEยฎ,the home of media professionals, technologists, and engineers, has revealed the board officers and regional governors who will serve terms beginning in January 2025.
Three new officers--Richard Welsh as SMPTE president, Eric Gsell as SMPTE executive VP, and Polly Hickling as SMPTE Education VP--have been elected for a two-year term from Jan. 1, 2025, to Dec. 31, 2026. One SMPTE officer, Lisa Hobbs, will be continuing her service as SMPTE secretary and treasurer for another two-year term. Additionally, Raymond Yeung will be stepping into the role of standards VP on Jan. 1, 2025.
โSMPTEโs membership has spoken,โ said SMPTE interim executive director Sally-Ann DโAmato. โThese officers have been tasked with an important responsibility, one each of them is prepared to tackle head-on. These next two years are looking bright for SMPTE!โ
In addition to the officers, 10 regional governors were elected by the Society to serve two-year 2025-2026 terms.
These include the following regional governors, re-elected to continue their service:
Asia-Pacific Region Governor
Tony Ngai, Society of Motion Imaging Ltd.
EMEA - Central & South America Region Governor
Fernando Bittencourt, FB Consultant
United Kingdom Region Governor
Chris Johns, Sky UK.
USA - Central Region Governor
William T. Hayes, Consultant
USA - Eastern Region Governor
Dover Jeanne Mundt, Riedel Communications
USA - Western Region Governor
Jeffrey F. Way, Open Drives
Also elected were four newcomers to the SMPTE Board:
Canada Region Governor
Jonathan Jobin, Grass Valley
USA - Hollywood Region Governor
Allan Schollnick, Voxx... Read More