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BizReport : Advertising archives : July 14, 2011

IAB releases best practices for marketers, publishers

As the web becomes more segmented it is more important than ever for brands and advertisers to test campaigns and then analyze their performance. A/B testing gives insight into campaigns pre-launch that can have huge impact on the bottom line; meanwhile accurate ROI post-campaign indicates where improvements can be made.

by Kristina Knight

Confused about the analytics surrounding your latest campaign? You're likely not as alone as you think. A new report from the IAB gives a list of Best Practices for advertising research.

"Today's IAB report rightly calls attention to the need for increased ad experimentation and effectiveness testing to diversify and grow capabilities across the board. Many of the testing methodologies up until this point have missed the mark, resulting in low participation rates and a lack of crucial feedback. Advertisers and publishers will see the most valuable results when communication and expectations are clear from the beginning, and surveys are conducted with the consumer in mind," said Greg Rogers, co-founder and CEO, Pictela

Some of the best practices include:

  • Allow 4 weeks for tag implementation (agency/advertiser)

  • Agencies and advertisers should allow publishers to approve surveys before launching

  • Publishers should provide lists of 'preferred' vendors prior to campaign launch

  • Agencies should train workers about all aspects of successful campaigns, including research objectives
  • "Just like every ad should be created by considering the consumer experience, surveys that test the effectiveness of those ads should be created in the same way. Testing ad effectiveness is crucial to overall success as it validates metrics and provides a deeper understanding than purely chasing click-through rates," said Rogers.

    Tags: ad testing, advertising analytics, IAB, online advertising

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