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