Digital Brand Ad Effectiveness Research Guidelines updated by IAB – provides guidence for organisations using social media platforms

IAB Australia’s Measurement and Research Council has today issued its updated Digital Brand Ad Effectiveness Research Guidelines. The Guidelines, which were first published in 2009, outline some of the key aspects for consideration when planning and setting up online brand advertising effectiveness research.  Industry bodies including AANA and MFA have contributed to the updated Guidelines, along with a number of major vendors.

The Guidelines cover when brand effectiveness research should be conducted and the two recommended methodologies, as well as providing a checklist for the pre-selection, set up and reporting stages of the research.

According to Gai Le Roy, IAB Australia’s director of research, the increasing use of digital ad effectiveness research means that web site users are exposed to studies more frequently, with the potential of hindering their media experience which could impact publishers or advertisers.

Says Le Roy: “Brand attitude and effectiveness studies are complicated and there are lot of moving parts.  These Guidelines seek to ensure that simple errors do not invalidate results – and at the same time – that a website users’ experience of the website they are visiting or the ad they are viewing is not adversely impacted.”

Says Alina Bain, AANA’s director of operations and regulatory affairs: “These Guidelines will provide assurance for Advertisers that the quality of research being provided to them by agencies and publishers is of the highest quality. They provide a good balance between the Advertisers requirements and the reality faced by media agencies.”

The Guidelines can be downloaded here.