IAB: Better metrics would increase online ad revenue

Since the beginning of the year, forecasters have predicted another record setting year for online ad sales. But one survey is showing a slightly different take on that trend. According to a survey released by the IAB, even higher revenue numbers could come in if only there were better metrics supporting online advertising numbers.

by Kristina Knight

The Audit Bureau of Circulation and NSON Opinion Research conducted the survey. Most of those surveyed said they would spend more in online advertising if the supporting metrics were better.

Some interesting responses included 66% saying they aren't confident that ad impressions are measured or reported correctly and 75% saying they would advertise on websites, in e-newsletters and on search platforms more if the sites were independently audited for measurement. Surprisingly, 50% said they would be more likely to advertise on blogs and other consumer generated media if third party metrics were offered.

What does this mean?

"Just as publishers and print advertisers require accuracy and credibility in traditional media information, we're seeing increased demand for transparency and accountability online," said Michael Lavery, ABC president and managing director (via AdWeek). "Publishers and marketers need to work on getting accurate, credible data to support a medium rich with potential."