AOP leads call for online standardisation

The AOP has called on premium publishers to standardise how they measure viewable ad impressions to bolster transparency in the sector.

Online measurement

The trade body says current levels of fragmentation in how ads are served fail to deliver comparable results meaning marketers find it difficult to evaluate their online ad spend.

Currently, the body is meeting with digital heads at leading media agencies to canvass opinion on the best technology to achieve standardised measurements. From here, the AOP plans to draw up an agreed metric and commercial framework among its own membership and the advertising industry.

Jamie Labate, chair of the AOP commercial group and deputy managing director of advertising at Dennis Publishing, says debate among the industry is necessary.

He says: “The generally accepted definition of a viewable impression is that at least 50 per cent of the ad is on screen for a second. But how does this help us value ads on screen for three minutes?

“Is this advert worth 180 times the one-second viewable impression? Are advertisers willing to pay that much more, or only two or three times as much? These elements and others need to be part of the commercial debate.”

Labate also questions the value of an online ad if only a certain amount of it is viewable on screen.

Sam Finlay, deputy chair of the AOP Commercial Group and head of advertising at IPC, says: “We need to start resolving the core issues of value now as some agencies are already using viewable impressions in their decision-making and campaign planning.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here