IAB Australia hosted its Measure Up conference last month, welcoming attendees from various sectors across the industry.
The event featured sessions that explored an array of important topics led – such as data and cookies, ad attention, and the decarbonisation of advertising – led by industry leaders.
Gai Le Roy, CEO of IAB Australia, spoke to Mediaweek about the importance of discussing measurement and what she hopes attendees take away from the event.
The Measure Up conference showcased an array of important industry topics, such as critical insights into marketing outcomes and sustainable and innovative digital advertising.
Le Roy noted that the event was an important opportunity for marketers and advertisers to understand the work of their inputs.
“In the olden days, it would have been just a measurement conference about ratings, whereas now there are so many different factors that can impact performance.”
“It’s really important that we have conferences like this, which can get into the weeds, explore, and share both stories of success and failure to help the industry grow,” she added.
While there were many notable points of interest during the day, Le Roy saw a meaningful conversation around metrics rather than trade marketing metrics.
Left to right: Tiffany Foxwell, John Matthews, Catherine Rushton, Thomas Galluzzo and Phil Cowlishaw
“People are not looking to gamify, but having ones from a long return point of view will work for both publishers and brands, and everyone in between.
“I think it’s getting less I think competitive, particularly as we’re going into a slightly more, possibly challenging economic time,” she said
“I think we all need to work together to become smarter and prove the worth of advertising and digital advertising. I think today’s tone has hit that mark,” she added.
During the event, the attendees participated in a poll asking: “Which is the most important to ensure successful ad measurement post cookie?”
Options included: first-person identity data, advanced modelling solutions, building an identity solution, non-PII techniques, change attribution modelling and third-party data.
Left to right: Yasmin Sanders, Steve Weaver, Matthew Daniell, John Hawkins and Karen Halligan
Most answered, “all of the above”, which was not surprising for Le Roy. She said: “I think some of that is realism, and some of it is also people still working out what their approach is.”
“There’s no silver bullet, the cookie is changing, and privacy is changing for a reason. If you’re looking at replacing it with one single thing, you’re possibly going back into a world that you don’t want to because we’re changing from one approach to many approaches,” she added.
At the conclusion of the day, Le Roy said she hoped attendees were inspired to experiment and try new things when it comes to measurement.
“Marketing effectiveness is a scientific exploration, an ongoing journey that we’re all on that takes many different components across the industry.
“I hope they’re inspired by to trying new things. Hearing some of the stories of the marketers and agencies who have tested different things and can go back internally to their CMO, CFO, CEO and say, ‘let’s try this and find the best answer’ for their business,” she added.
Discussions from IAB Australia’s Measure Up 2022 can be found here.
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Top image: Gai Le Roy