The IAB Issues Rich Media Measurement Guidelines
The Interactive Advertising Bureau (IAB) released the final Rich Media Measurement Guidelines, following a 30-day public comment period. The guidelines determine at which point a rich media ad impression is counted. Rich media ads are in formats that permit users to interact with them, as opposed to simply being animated. Rich media ad formats include transitional and various over-the-page units such as floating ads, page take-overs and tear-backs. The guidelines, issued by the IAB’s Measurement Council, are primarily applicable to Internet media companies, ad serving organizations and rich media vendors.
“Metrics that marketers can count on are critical for the continued growth of the interactive marketplace,” said Randall Rothenberg, President and CEO of the IAB. “The Rich Media Measurement Guidelines are proof positive of the interactive industry’s commitment to the highest levels of accountability and transparency.”
In keeping with the principles of the Global Ad Impression Guidelines, measurement is recorded as late as possible in the delivery of creative material to the user’s browser and therefore closest to the actual opportunity to see by the user.
“We applaud the IAB’s important work in creating guidelines within the interactive marketplace which is critical to our members as they continue to embrace digital media as the crux of their marketing efforts,” said Bob Liodice, President and CEO of the Association of National Advertisers (ANA). “The ANA wholeheartedly supports these efforts which bring important tools to our members that help them measure the success of their digital marketing efforts.”
In an effort to educate the industry on the use of these guidelines, the IAB Rich Media Ad Measurement Working Group will host a webinar, including participation from the Media Rating Council, to review and explain key components of the guidelines on Wednesday, January 23rd from 4-5pm EST. All members of the industry are invited to attend. To download the guidelines, and register for the webinar, please go to: http://www.iab.net/rich_media_measurement.
These guidelines represent the next phase of the Measurement Certification Initiative led by the IAB, and facilitated by the Media Rating Council (MRC), and are meant to be an addendum to the existing IAB Ad Impression Measurement Guidelines published in 2004. Those guidelines can be viewed at www.iab.net/campaign_measurement_audit.