IAB Singapore looks to bounce businesses away from ad clicks
The IAB Singapore (IAB SG)’s Measurement & Standards (M&S) Committee today released a series of white papers guiding digital marketers on how to buy and assess the performance of digital advertising campaigns. Advertising platforms are becoming more granular and sophisticated, but many companies in Southeast Asia (SEA) are not fully utilising the insights available to them.
The IAB SG’s white papers provide thorough guidance on measuring performance in each major area of digital advertising in SEA: Content Marketing, Mobile Marketing, Social Media and Digital Video. The white papers report that digital advertising spend in all four areas are expected to grow this year, ranging from 21 per cent for Digital Video to 50 per cent for Mobile Marketing. As digital advertising budgets increase, marketers are coming under greater scrutiny to justify their spending. However, many campaigns in SEA are still driven by cost per ad click. The IAB SG’s white papers outline a framework for digital campaign reporting to foster transparency between leadership and marketers.
The framework is a result of collaboration across the IAB SG’s M&S Committee, which comprises APAC’s top digital minds. Over a dozen CEOs, VPs and HODs from industry leaders such as Google, LinkedIn, comScore, SPH, MEC, Mindshare, BBC, Kantar Insights, Unruly, Adobe, Nielsen and Xaxis are members of the IAB SG. Their insights combine industry best practices from managing global, regional and local campaigns with extensive market knowledge.
“Smartphones, broadband and digital video consumption are growing rapidly in APAC. Marketers in SEA recognise this and are redesigning their campaigns accordingly. As businesses fully embrace digital advertising, they need to move beyond ad clicks and provide greater transparency with smarter reporting processes, including measuring engagement, time spent and conversions,” said Miranda Dimopoulos, CEO IAB SG.
“As digital marketing matures, historical campaign data and new reporting metrics provide more reference points for campaign measurement. The framework outlined by the IAB SG allows marketers to use this data for far more educated advertising buys than before,” added Peter Hubert, Head of Insights, APAC, LinkedIn and Co Chair of the IAB SG M&S Committee.
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