The Ad Effectiveness Council, was established in March 2017 to help industry identify and refine the best methods to assess the impact of advertising across different activities. This Council explores how digital measurement data can be combined with other forms of media data to enhance cross media planning and buying.
The Council includes representatives from publishers, data agencies, media agencies, research companies and advertisers. The Council’s first piece of work was glossary on common ad effectiveness related terms and was followed by a comprehensive Digital Ad Effectiveness Playbook looking at different ways of measuring effectiveness and guidance on their usage.
In the first quarter of 2018 the Council will be investigating the role of creative in driving effective and efficient marketing outcomes. The Council will also help set the agenda for the IAB’s annual measurement conference MeasureUp along with the Audience Measurement Council.
Ad Effectiveness Council members:
- Mark Titley – Bench Platforms
- Stephen Kyefulumya – Carsales
- Andrew Macdonald – Dentsu
- Neil Anderson – Double Verify
- Andrew Rudd – Experian
- Andy Ford – Facebook
- Patricia Neupauerova – Google
- Clem Birdsall – IAS
- Jem Slacedo– Inskin Media
- Bonnie Dodemaide – iProspect
- Kirsten Riolo – Ipsos
- Andreea Chirila– Kantar
- Tom Gregory – Lifesight
- Michael Rudran Rajkumar– LinkedIn
- Ian Garland – Milton Data
- Matt Farrugia – Mutiny Group
- Jonathan Fox – Nine Entertainment
- June Cheung– Oracle
- Liam Pook – PHD
- Rob Hall – PlaygroundXYZ
- Aurelien Thuaud – REA Group
- Jonathan Henshaw – Ryvalmedia
- Yasmin Sanders – Samba TV
- Matt Hodgson – Similar Web
- James Sawyer – Totally Awesome TV
- Lauren Wicker – TripAdvisor
- Denise McCormack – Hatched Media
- Deryck Wills – Digital Remedy
- Gavin Merwood – Brand Metrics
The IAB Australia Advertising Effectiveness Council has recently completed the following work:
- Ad Effectiveness Fundamentals Training – Feb 2022
- Beyond the Cooking – Mapping the Future of Marketing Measurement – Sep 2020
- Digital Ad Targeting For Success – April 2020
- The Digital Brand Effect – Oct 2019
- The Guide to Designing Digital Ad Impact Studies – May 2019
- The Role of Creative in Digital Advertising Effectiveness – July 2018
- IAB Digital Ad Effectiveness Playbook – Dec. 2017
- Ad Effectiveness Glossay – Aug. 2017