Alignment on media measurement, transparency and contract compliance have long been a navigation challenge for global marketers.
What’s considered a ‘best practice’ in media measurement and management varies between regions and can be also be country-specific.
Despite the irregularities identified in the 2016 K2 report, it seems very little has changed – perhaps until now.
A new global initiative was just launched to develop global standards and best practices for media measurement.
According to the Association of Canadian Advertisers‘ press release, “The‘Cross Media Working Group’ as it has been named… aims to find cross-industry consensus on key global principals for measurement, with broadcasters, digital platforms and measurement companies also involved in the initiative.”
Members of this alliance, which is being led by the World Federation of Advertisers (WFA), is “comprised of global advertisers EA, Mastercard, P&G and Unilever, as well as advertising associations from around the world: the ACA (Canada), the ANA (US), ISBA (UK), OWM (Germany), Union des Marques (France) and the Media Rating Council. Key digital platforms and publishers including Facebook, Google and Twitter are also participating in the initiative, as are leading broadcasters.”
As agency relationship management consultants to global marketers, we are hopeful that the group will achieve alignment on media management best practices quickly.