Media agencies keen to tackle ad viewability issues, audit body research suggests
Ad viewability is a key concern for the year ahead according to media agencies surveyed by the Audited Media Association of Australia.
More than half of the media agency staff surveyed (52%) believe the issue of an ad being seen is a key issue the industry needs to tackle in the next 12 months.
The result comes from the AMAA’s Trust Matters research which aims to provide insights into ad trading decisions and the data – channel data, audience data and ROI data – those decisions are based on.
The research was completed by research agency The Insights Grill and saw 15 qualitative interviews with the managing directors of some of Australia’s top media agencies and marketing directors for large national brands. The second part of the research was an online survey of 315 client-side marketers and media agency professionals.
Great to see Roy Morgan up there as the number 1 trusted market research firm. A true victory for those that support and believe in the independence of this country’s media currency measurement.
How come the digital channels are ranked lower than the so called “trusted” traditional channels?
An awesome vote of confidence from the industry that Roy Morgan’s independently funded and measured media currency and audience metrics are the most trusted.
@Tim – we’d recommend you look at the whole study for more detail on the trust across media channels. It’s available from http://www.auditedmedia.org.au
@ the value of independence – Thanks for your comments – it was a very close race for the nine industry metrics we measured. What’s interesting is how the older metrics came out ahead (the ABC print circulation has been around for 80 years, and Roy Morgan almost as long) – suggesting trust takes time to build. The one exception of course is the #1 most trusted metric and that’s Google Analytics. Hats off to everyone involved in media metrics for making Australia world class in terms of how we measure media consumption.