DMB introduces 1st Digital Measurement Standard for the Philippines
THE DIGITAL Measurement Board (DMB) under the Internet and Mobile Marketing Association of the Philippines (IMMAP) recently launched the firstever Digital Measurement Standard for the Philippines at the BGC Arts Center. The biggest names in digital marketing and advertising gathered to witness the first step towards having an industrywide measurement standard that puts clarity and direction on how to evaluate digital marketing and advertising performance in the country.
DMB chairpersons Hans RoxasChua of the Certifi ed Digital Marketing Program (CDM) and Dennis Perez of Unilever Philippines spearheaded the event that introduced E2 ( Exposure x Effectiveness) as the Philippine Digital Measurement Standard framework.
According to Mr. Perez, the main objective of the Digital Measurement Standard is to help advertisers evaluate the role of digital in driving business results by clarifying the metrics that matter, the benchmarks that define success and the sources that can reliably provide measurement.
“The rapid growth of digital advertising and marketing in the Philippines has pushed the need to create a measurement standard for the industry. This sparked the DMB to initiate a two-year review of metrics and benchmarks across different digital experiences. We are happy to get the support and involvement of almost 30 companies in the Digital Measurement Board,” Mr. Perez said.
The Digital Measurement Board, founded in 2012 by the IMMAP, is composed of representatives from advertisers, media agencies, broadcasters and publishers, creative agencies, research agencies, and global platforms like Google and Facebook. “Now that the first DMB paper has been released, membership is exponentially growing,” Mr. Roxas said.
Mr. Roxas further clarified that the end goal of the DMB is to have a single currency for measuring digital, similar to TV’s GRP. But before that objective can be reached, a definition of metrics that matter and a single source of benchmarks must be first addressed. Thus, the first DMB position paper focuses on creating a standard for the following: (1) a standard list of metrics for each digital experience, (2) a standard definition for identified metrics, and (3) a standard roster of partners who will publish benchmarks and provide measurement for advertisers.
The Philippine Digital Measurement Standard is built on Exposure and Effectiveness metrics. Exposure measures the reach of the campaign, the quality of the placement, and the cost efficiencies of the delivery. On the other hand, Effectiveness measures the impact of digital in moving conversion funnel metrics of Awareness, Consideration, and Purchase Intent. Sales Conversion is currently out of scope in E2, but the DMB will cover this in 2018.
Exposure metrics covers the metrics that matter for the most common digital experiences. This year’s DMB paper included experiences like Video, Search, Websites, Display, and Earned.
MEMBERS of the 4As-IMMAP-PANA Boards