DMB in­tro­duces 1st Dig­i­tal Mea­sure­ment Stan­dard for the Philip­pines

Business World - - BULLETINS -

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.

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