After years of working with outside groups on marketing measurement initiatives, the Association of National Advertisers is developing an internal program that aims to build some messaging consistency.
The Association of National Advertisers is working on improving the consistency of the impact of marketing, and with that in mind, the group is trying a new tactic on for size.
ANA announced this week that it will launch a new division called Measurement for Marketers (MFM) to promote the use of measurement standards, and it will develop its own with the help of existing groups such as the Media Rating Council. The initiative, announced at the association’s Data & Measurement Conference, aims to improve the consistency of its promotion efforts.
“This highly ambitious and historic action by the ANA puts the marketer’s agenda at the center of industry measurement,” ANA CEO Bob Liodice said at the event, according to Campaign US. “In the past, the ANA and its members have relied heavily on joint trade association initiatives and on agencies and media sellers to drive the measurement agenda, but the missing piece has been the lack of dedicated ANA resources to get behind initiatives. As a result, the voice of the advertiser has been inconsistent.”
With this in mind, MFM will aim to improve consistency in ANA’s message on measurement standards while helping push the broader industry as well, working with groups such as the World Federation of Advertisers on the endeavor.
According to Radio and Television Business Report, the new initiative, headed by ANA Group Executive Vice President Bill Tucker, will also work on retooling existing association efforts on marketing measurement tools, along with increasing compliance and boosting education efforts among marketers “on ways to improve the efficiency and effectiveness of their advertising spend.”
The interest in such improvements is already there: A 2019 survey cited by Liodice and conducted by Integral Ad Science found that 47 percent of respondents named consistent media measurements as a top priority.