IAB Australia, with the support of the MFA and the AANA, today announced it is inviting online audience measurement (OAM) vendors to submit their services for tender evaluation. The invitation is the culmination of extensive work by the IAB Australia Measurement Council and will result in one vendor being endorsed as the sole and exclusive preferred supplier for the planning, buying and reporting of OAM for a three year term.
OAM companies must register their interest in participating in the process before 5pm ADST (Australian Daylight Savings Time) on Friday 8th October 2010. The deadline for final submissions will be 5pm ADST on 17th December 2010.
According to Paul Fisher, CEO of IAB Australia, the work carried out to date by the Measurement Council was an essential precursor to moving to a measurement system encompassing more than just panel data.
“We have liaised extensively with our IAB cousins in the US, UK and EU to learn from their experiences regarding OAM technology, models and partnerships. It is clear that a standard OAM currency is one of the most significant contributors to the growth of online advertising and we have been working hard to assist industry to arrive at such a result,” said Mr Fisher.
“The Measurement Council has reviewed and evaluated a number of possible models for the provision of OAM in the Australian market and following consultation with the MFA we have concluded that a preferred supplier model will best suit Australian market requirements.
“The recent advancements in OAM technology coupled with the increased number of OAM providers, particularly in the Australian marketplace, means that the timing is now right to undertake a tender process,” concluded Mr Fisher.
Mr Fisher added: “While the primary aim of this process is to standardise online audience measurement in Australia, it will also be a significant step towards cross-platform measurement.”
All submissions will be reviewed by a specially constituted Technical Review Group (TRG) which will be chaired by Ian Muir, one of Australia’s leading media measurement executives.
Mr Muir has worked in media audience measurement in Australia and overseas for fifty years with unparalleled experience in print, television, radio and outdoor media. Muir is a Fellow of the Australian Marketing and Social Research Society, holds a B Ec from the University of Sydney and Masters degrees in media studies from Macquarie University and the University of NSW.
The TRG will include measurement experts from the IAB Measurement Council, the MFA and the AANA. It’s expected that the tender process will be finalised in the first half of 2011.
Companies wishing to receive the tender document and make a submission should register by emailing to tender[.]iabaustralia.com.au the name, position, company details, address, email, and direct telephone number of the single, principal point of contact to receive the tender document.
About the Interactive Advertising Bureau(IAB)
The Interactive Advertising Bureau Limited (iabaustralia.com.au) is the peak trade association for online advertising in Australia. As one of over 32 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
Incorporated in July 2010 by 9 founding members - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:
• To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers;
• To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press;
• To be the primary advocate for the interactive marketing and advertising industry;
• To expand the breadth and depth of IAB membership while increasing direct value to members.
For further information about IAB Australia please visit: iabaustralia.com.au/.