I-COM worldmeasurementnews

German AGOF Makes Social Media Accessible for Online Media Planning

2010-03-11T19:00:01+01:00

AGOF introduces categorisation model for social media / Planning options on the basis of existing performance metrics / Published in “internet facts” and TOP

Frankfurt / Lisbon, 11 March 2010. With the growing significance of social media in online advertising, the call for performance and qualification metrics for social media is also becoming increasingly louder. The AGOF, Germany’s Online Research Association (Arbeitsgemeinschaft Online Forschung) has given increasing consideration to its importance: As an independent authority for practice-oriented standards in Internet and online advertising media research, today from the I-COM Global Summit in Lisbon, the AGOF presents an initial model and corresponding qualification catalogue that makes it possible to evaluate and design social media for media planning on the basis of previously known performance metrics.

Categorisation model for social media
The AGOF model assists in qualifying contacts in the area of social media on the basis of four activity clusters. It differentiates the following categories:

Networking, which means all open links between users, also across platforms, including activities such as networking, inviting, adding contacts, etc.
Contributing, the active creation of contents by using forms of communication available on a specific platform. This includes activities such as uploading, evaluating, commenting, writing and designing.
Sharing, the recording of all activities related to the dissemination of platform content such as forwarding, recommending, linking and integrating.
The fourth category has just recently been added: Messaging, which refers to direct one-to-one or one-to-many communication via e-mails or messaging clients.

The naming of the categories and the definition of their contents was done in cooperation with the Social Media task force in the BVDW and the FOMA.

The model envisions supplementing the existing page code of the AGOF measurement with an activity code that falls into one of these four activity clusters. The expanded code will be stored on every website with activities. The actual activity will then be assigned to the contact, per contact so are multiple activities possible.
Existing performance metrics also for social media advertising planning
This model is especially easy and user-friendly because it requires no new currencies or performance metrics; instead, it makes social media available for the planning of display advertising with the existing performance metrics and planning fields. The acquired evaluation parameters on activity attributes will supplement the existing data set of information on unique users and booking units for “internet facts,” which will then be available as activity booking units in the AGOF planning tool TOP.

The model performed as expected in its initial test runs and should soon enter the first market-trial phase to test its market acceptance. Initial data should already be available for the dmexco 2010.

Thomas Duhr, managing director of AGOF: "Social media and especially the question of performance metrics are currently some of the most discussed topics in online marketing. With the introduction of a model that makes social media contacts available for high-quality online media planning on the basis of currently existing performance metrics, we are meeting one of the most urgent demands of the market. We are confident that we are providing important impulses to the market with this model."

AGOF
The Online Research Association AGOF (Arbeitsgemeinschaft Online Forschung) was founded in December 2002. The mission and purpose of the AGOF is to establish transparency and practice-oriented standards in Internet and online advertising media research, independent of individual interests. With “internet facts” and its included metric category of unique users, AGOF has established standardised online coverage currency as a basis for online media planning in the market.

Its members are: AOL Deutschland Medien GmbH, Axel Springer AG, BAUER MEDIA KG, eBay Advertising Group GmbH, freeXmedia GmbH, G+J Electronic Media Sales GmbH, Hi-media S.A., InteractiveMedia CCSP GmbH, IP Deutschland GmbH, iq digital media marketing GmbH, Microsoft Advertising, OMS Vermarktungs GmbH & Co. KG, Quality Channel GmbH, SevenOne Media GmbH, TOMORROW FOCUS Portal GmbH, United Internet Media AG und Yahoo! Deutschland GmbH.

Its licencees are: AdBerry Media GmbH, Adconion GmbH, adflames Media – A Division of Warner Music Group Germany Holding GmbH, AdImpulse Media GmbH, ad pepper media GmbH, ADselect GmbH, Andreae-Noris Zahn AG, arejo GmbH, artnet AG, Axel Springer Financial Media | wallstreet:online, Business Advertising GmbH, Celebrity News UG, Cinema Management Services GmbH, Codex Media GmbH, CommonMedia, GmbH, Fantastic Zero GmbH, Glam Media GmbH, GoYellow GmbH, guenstiger.de GmbH, IDG Business Media AG, imedo GmbH, intermedia advertising GmbH, Klassik Radio AG, krebomedia GmbH, macnews.de OnlineServices GmbH, MAIRDUMONT GmbH & Co. KG, mediaflite GmbH, mediaroute GmbH, MEDIENHAUS.de GmbH, Medienwirtschaft Verlags GmbH, Midas Players Vertriebs GmbH/king.com, mokono GmbH, MTV Networks Germany GmbH, MySpace/Fox Interactive Media GmbH, NetMediaEurope Deutschland GmbH, netpoint media GmbH, OnVista Media GmbH, QUARTER MEDIA GmbH, QWERTZ-Media GmbH, Reachnet DE Ltd., RealGames Europe B.V., RTL Radiovermarktung GmbH, SOMA 2 GmbH, Ströer Interactive GmbH, teligo GmbH, teltarif.de Onlineverlag GmbH, TG Publishing AG, TripAdvisor Ltd., TripleDoubleU GmbH, Unister GmbH, Urban Media GmbH, urbi AD orbi GmbH, Verlag Werben & Verkaufen GmbH, vertical network media GmbH, WEB FINANCIAL GROUP Deutschland GmbH, Weischer Online GmbH, WEKA MEDIA PUBLISHING GmbH, WORT & BILD VERLAG Konradshöhe GmbH & Co. KG, XING AG und xplosion media GmbH.

If you have any questions, please contact:

Nadja Elias
AGOF Press Officer
Phone: +49/ 89/14339-222
Fax: +49/ 89/14339-250
Mobile: +49/ 151/14264224
E-mail: nadja.elias@agof.de

Portugal's Secretary of State, Prof. João Gomes Cravinho, to open I-COM Ibero-American Summit

2010-03-09T13:38:00+01:00

The I-COM is pleased to announce that Portugal's Secretary of State, Prof. João Gomes Cravinho, will officially open the I-COM Ibero-American Summit, tomorrow, Wednesday March 10th at the conference venue, Hotel Palacio. More...

I-COM Global & Ibero-American Summits nearly sold out with delegates from 41 countries attending

2010-03-07T17:36:19+01:00

The 3rd I-COM Global Summit will be held March 10-13th, 2010 in Lisbon, Portugal and will help set a path towards “True Picture”. Integrated with this Summit, the I-COM Ibero-American Summit, the first event of its kind to explore Online Measurement focused on the context of the Ibero-American region will take place on March 10th. The I-COM Global & Ibero-American Summits are nearly sold out with delegates from 41 countries attending.

I-COM Global & Ibero-American Summits nearly sold out with delegates from 41 countries attending

2010-03-07T17:27:00+01:00

Yahoo's Carol Bartz Touts Data

2010-03-03T10:06:04+01:00

Jim Cooper writes for Mediaweek: Focusing on the science, art and scale that Yahoo can bring to bear, chief executive officer Carol Bartz pledged Monday to work more closely and efficiently with the media industry as the Web giant hits its 15-year anniversary.

Speaking during the 4A's annual leadership and media conference in San Francisco, Bartz touted the science behind Yahoo that has allowed it to amass huge caches of data that can be churned into media intelligence. "Every person at Yahoo is focused on insights not hindsight," she said, adding that Yahoo's data mining has the power to make huge advances in both online and offline advertising. More...

"We have so much data at our fingertips; we're drowning in data."

comScore Submits Proposal to Begin Auditing Process with CESP in France

2010-03-02T10:56:00+01:00

PARIS, FRANCE, February 26th, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced that it has submitted a proposal to the Centre d’Etude des Supports de Publicite (CESP) to begin the auditing of its audience measurement methodology in order to provide greater transparency to the digital media industry in France. The audit, which is similar to processes already in place for comScore by the Media Research Council (MRC) in the U.S. and Audit Bureau of Circulation electronic (ABCe) in the U.K., will review comScore’s Unified Digital Measurement offering as it is introduced to the French marketplace.

“comScore takes audience measurement transparency very seriously and we are eager to submit our methodological practices for evaluation by the CESP in France,” said Mike Read, SVP and Managing Director for comScore Europe. “This submission is similar to our existing agreements with auditing bodies in other markets and affirms comScore’s commitment to transparency and digital media accountability. We hope to make further announcements regarding the progress of audience measurement in France later this year.” More...

ABC UK to increase focus on digital media industry

2010-03-01T13:58:02+01:00

new media age: Media industry measurement body ABC is implementing a new governance structure which replaces the ABC Council with a board that focuses more on digital.

The new system follows formal ratification by the council at ABC’s annual general meeting in December. The new ABC Board has been streamlined to include a total of 16 industry representatives, compared with the previous council’s 32 members, with the addition of a digital media sector.

Jerry Wright, CEO at ABC, said, ”The new governance structure has been introduced to reflect and support the changing needs of the media industry, the growth of digital media and to set a clear direction for ABC into the future.”
More...

UAIA joins and represents I-COM in the Ukraine

2010-02-24T14:25:39+01:00

GENEVA & KIEV, February 19th, 2010 - The UAIA (Ukrainian Association of Internet Advertising) today announced that they are now officially representing the I-COM (International Conference on Online Media Measurement) in the Ukraine.

We are very proud to join such a significant forum," said UAIA (Ukrainian Association of Internet Advertising), CEO, Andrew Zablotsky. "We are very proud to join such a significant forum. Internet advertising market in Ukraine now in a period of significant growth. So we strongly demand all and different kinds of Internet measurement. And we appreciate experience and knowledge's which we can obtain through your widely representative conference." More...

Death Of The Impression/Rise Of The Data Economy

2010-02-22T10:57:00+01:00

Michael D. Andrew, Director of Search & Analytics at Mediasmith writes for Mediasmith: It is about data -- data in ways we have never before fathomed. The future of advertising is not about social, not about viral videos, not about mobile, not about any new medium or any new ad unit -- but about data. Those who know what to do with this will be the new kingmakers, the new rulers of Madison Avenue -- or the creators of a new Avenue of media.

Why is this so? Because the impression by itself is becoming worthless. More...

Analytic Vs. Audited Data: Yes, There IS A Difference

2010-02-15T12:17:00+01:00

Peter Black, SVP Business Development, BPA Worldwide writes for Mediapost: Traffic analytic tools certainly have their place as an important business resource, but they do not produce audited data. From their inception, reputable companies providing analytic tools have never claimed to be auditors, but they have consistently positioned themselves as "third party."

In the world of media, third party equates to an auditor. This has caused misunderstanding in the marketplace whereby analytic data has been accepted as audited data. More...