Industry Groups Seek to Unify Online, TV Metrics

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Will Better Measurement Move Marketers to Shift Share of Dollars?

Ad Age, 3/2/11

Internet companies have long been looking for ways to grab more of the TV industry’s bounty of ad dollars, and while that has become the perennial struggle, three trade groups on Monday announced an agreement to find new ways to measure audiences across media, specifically comparing TV audiences to online audiences. The idea is that by helping marketers and media buyers compare the two media, they’ll be more willing to shift ad dollars from offline media to online.

The Interactive Advertising Bureau (IAB), the Association of National Advertisers (ANA) and the 4A’s (the American Association of Advertising Agencies) will work with management consulting firm Bain & Co. and the strategic advisory firm MediaLink to support the initiative.

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