NATIONAL ASSOCIATIONS COUNCIL Media measurement round-table Beijing, 12 April 2011.

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Presentation transcript:

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 April 2011: Time to review of global progress 30 WFA member countries participated in our survey

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

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%

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

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

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

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

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

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? Source (left): WFA National Associations Survey. Resp = 29 countries. April 2011 Source (right): WFA member company survey. Resp 31 members (Digital Network) Nov 2010 ASSOCIATIONS GLOBAL CORPORATES

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

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

Support on your memory sticks...

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

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!