IAB’s Ad Effectiveness Council Elects Chair, Publishes First Industry Work

IAB’s Ad Effectiveness Council Elects Chair, Publishes First Industry Work
SHARE
THIS



IAB Australia’s newly-formed Ad Effectiveness Council has elected Marcus Betschel (pictured above) as co-chair, as well as releasing its first piece of work designed to help the digital industry assess the impact of advertising.

Betschel is the national head of strategy and products at Columbus, and will lead the council with IAB co-chair Gai Le Roy to help Australia’s digital industry identify and refine the best methods to assess the impact of advertising across different activities.

The council has also published the Advertising Effectiveness Glossary of Terms which identifies the many metrics and models that are in use today without judgement.

Betschel said it was a huge honour to be elected co-chair by such a talented and experienced group of people.

“The challenge of identifying relevant metrics of ad effectiveness is an incredibly important one,” he said.

“It’s key to our marketplace and the future of the industry as a whole, particularly given the increased scrutiny on the value of digital advertising execution.

“The Ad Effectiveness Glossary is the Council’s first step to bring the market together to a common understanding. The IAB is on a mission to simplify digital, so explaining the often confusing jargon is a necessary first step to moving toward better metrics that gauge the impact of ad investments.”

Le Roy added: “We are thrilled to have such an experienced agency representative as co-chair of the Ad Effectiveness Council and the publication of the glossary is part of the work the IAB is doing to help people have a common language in market.

“Other IAB councils will also be coming out with glossaries over the next month.”

The council will now work on producing a Best Practice Handbook to guide marketers on the methods and metrics to assess different objectives and improve overall ad effectiveness in the industry. It will also help curate the IAB’s first full day measurement conference, MeasureUp, to be held in October.

Established in March 2017, the Ad Effectiveness Council has been set up to explore how digital measurement data can be combined with other forms of media data to enhance cross media planning and buying. The council includes representatives from publishers, data agencies, media agencies, research companies and advertisers.

Members of the IAB Ad Effectiveness Council are (in alphabetical order by organisation):

  • Marcus Betschel (council co-chair) – Columbus
  • Gai Le Roy (Council co-chair) – IAB Australia
  • Mark Mansour – eBay
  • Lyall Sundel – Experian
  • Steve Lockwood – Facebook
  • Beth van Koesveld – Fairfax
  • Pat Neupauerova – Google
  • Willem Paling – IAG
  • Daniel Karlsson – Impact Radius
  • Mark Henning – Kantar Millward Brown
  • Sabrina Chan – NewsLifeMedia
  • Andrew J Palmer – Nielsen
  • Davina Strait – Nine
  • Stephanie Browne – REA
  • Lisa Meunier – Roy Morgan
  • Becky Smith – Yahoo!7

 

 

 

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]