Global Online Audience and Traffic Measurement MIA Project Update

1
Global Online Audience and Traffic
MeasurementMIA Project Update
2
Contents

• Background to the research
• Research questions
• Participant profile
• Selected survey results

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Background to the MIA project

• Launched in October 2007
• Objectives
• To understand the current online measurement
  systems and frameworks in use in major online
  markets and regionally around the world
• To provide transparency
• To identify what is available globally,
  regionally and locally
• To share best practices
• To drive a debate around what is required from
  online measurement systems to support the growth
  and future development of the online advertising
  industry
• Long term goal
• Improve the accountability of the Internet as an
  advertising medium

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Participants

• An industry-led initiative
• Media owners, publishers, agencies, advertisers,
  suppliers, and JICs are all represented in the
  Project Group
• EIAA, IABs, EACA, WFA and IFABC members worldwide

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MIA Project Activities
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10/07 - MIA Project launch
?
6/08 - Dictionary of Definitions published
?
7/08 - Appointment of project manager
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10/08 -1/09 - MIA Project Online Audience and
Traffic Measurement Survey in field
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3/09 MIA Project Online Audience and Traffic
Measurement Survey top-line results released
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MIA Project Activities (continued)
4/09 - 5/09 - In-depth interviews with industry
bodies involved in the regulation, validation,
and auditing of online audience and traffic
numbers
?
5/09 - First MIA Project Vendor Forum meeting
which will facilitate a dialogue between MIA
Project Stakeholders and senior figures within
the measurement vendor community
?
6/09 - MIA Project Report and White Paper
published with Roadmap for further industry
action
?
?
Autumn 09 JIC Roadshow
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MIA Project Audience and Traffic Measurement
Survey

• The MIA Project Audience and Traffic Measurement
  Survey was co-funded by the MIA Project partners
  the EIAA and IAB Europe, and by the IFABC.
• Launched in October 2008
• Industry-wide respondents
• Advertisers, media planners/buyers, ad networks
  and publishers
• Global coverage in 19 countries
• Top 15 largest broadband audience countries
  according to OECD figures United States, Japan,
  Germany, Korea, UK, France, Italy, Canada, Spain,
  The Netherlands, Mexico, Australia, Turkey,
  Poland, Sweden
• Large emerging markets Brazil, Russia, India,
  China

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Research questions

• What are the current systems in place both
  nationally and globally?
• What metrics are in use globally and how easy are
  they to obtain?
• Are respondents confident that they understand
  online metrics?
• Where do respondents obtain their metrics?
• How good is the current system?
• How satisfied are users with the data they
  obtain?
• How valuable do they think the metrics are?
• What are the priorities for future development?
• So what? - Is this something important for
  respondents?

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Response
A Huge Success over 800 responses globally
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Participants and Regions
Q8, In which country are you based? n820
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Participant Organisations
Q3 Which of the following best describes your
organisation?, n820
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Participant Roles
Q2 Which of the following best describes your
role?, n820
13
Participant Experience
Mean number of years 4.6
Q4, How long have you personally been working
with online advertising?, n793
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Importance of Quality Standards
Q13 How important is it for you that the industry
is able to deliver the following things in
relation to online audience measurement? n808-814
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Satisfaction with Current Quality Standards
Q14 How satisfied are you that the industry is
currently delivering the following things in
relation to online audience measurement in an
effective way? n804-808
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International Challenges
Q17 When looking at online audience measurement
in different countries, what additional
challenges do you feel you face in getting the
information you need, above and beyond those
youd face when you are looking at just your own
country in isolation? n372
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Thank you!

• Questions to manager_at_miaproject.org
• Have your say at www.miaproject.org