An advertiser-focused group has launched a global initiative designed to make the advertiser voice heard on cross-media measurement.
The goal of the World Federation of Advertisers (WFA) initiative is to speed up the implementation of more consistent measurement across publishers and platforms without having to invent a separate solution for every market.
“We’ve been talking about cross-platform media transparency through cross-platform media measurement for far too long,” says Marc Pritchard, P&G Chief Brand Officer.
“It’s time to get on with it and this is a positive step in the right direction.”
Luis Di Como, EVP Global Media, Unilever, says cross media measurement is a critical component for real transparency of media performance, assessing unduplicated reach and impact across publishers, platforms and screens in a privacy-safe way.
"We are pleased to be founding members of this wider WFA initiative scaling existing efforts and rallying the industry to push for more accountability in measurement," says Como.
Stephan Loerke, CEO of the World Federation of Advertisers, says meaningful cross-audience measurement represents a step-change for marketers in understanding the impact of their marketing investment.
"But with great promise comes great complexity so there are many challenges to work through," he says.
"Our first goal is to identify the global principles that can help accelerate the adoption of cross-media measurement, enabling more individual markets to adapt a common platform while also reflecting local market custom and practice."
The group aims to find cross-industry consensus on key global principles for measurement, with broadcasters, digital platforms and measurement companies also involved in the initiative.
Key digital platforms including Facebook, Google and Twitter are involved in the initiative.
Kirk Perry, President, Global Client and Agency Solutions, Google, says the need for privacy-safe cross media measurement has never been greater.
"Despite access to a number of measurement solutions, advertisers still lack the ability to make media investment decisions using a common, comparable approach across all channels," he says. "We look forward to continuing our partnership with the WFA and are committed to supporting this critical initiative.”
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