The User-Generated Content & Social Media Committee of IAB (Interactive Advertising Bureau) released standards for defining social media ad metrics for the first time. The committee – compromised of over 150 member companies – is dedicated to developing and expanding new measurement methods for social media advertising and educating marketers and agencies on user-generated content and social media as a viable advertising platform.
Social Media has changed the paradigm of how people consume online media according to the IAB. The IAB goes on to identify the participatory element where an individual not only receives information but has the ability to take part in the creation and distribution of content as the most profound difference.
Germany's largest blog marketer, mokono GmbH, has already developed participative advertising formats for bloggers and also established a new additional way of measurement (volume of mentions for brands and topics) which was implemented for the first time in May 2007, the client being Nokia. According to Ryan Walker, Manager Industry Services IAB, this method is in compliance with the IAB definitions: “Counting the number of times a brand is mentioned by name is a valuable metric that is in line with the IAB Social Media Metrics Definitions.”
“The definitions for blogs and widgets are an enduring signal towards the advertising industry which will change online media planning in the long run. Agencies with existing learning curves in this environment will be able to turn their knowledge into advantages for their clients. Being a special marketer for blogs, this development rewards our past efforts and serves as guidelines for further improvement on our reportings”, says mokono co-Founder and Managing Director Vasco Sommer-Nunes.
As largest blog marketer in Germany and one of the leading blog marketing companies in Europe, mokono welcomes the pathbreaking definitions of IAB for the advertising industry. The necessity of a new measurement for blogs is now even more explicit due to these new IAB standards. One more reason for mokono to extend the reporting and act in accordance with the new IAB Social Media Ad Metrics Definitions.
Social Media has changed the paradigm of how people consume online media according to the IAB. The IAB goes on to identify the participatory element where an individual not only receives information but has the ability to take part in the creation and distribution of content as the most profound difference.
Germany's largest blog marketer, mokono GmbH, has already developed participative advertising formats for bloggers and also established a new additional way of measurement (volume of mentions for brands and topics) which was implemented for the first time in May 2007, the client being Nokia. According to Ryan Walker, Manager Industry Services IAB, this method is in compliance with the IAB definitions: “Counting the number of times a brand is mentioned by name is a valuable metric that is in line with the IAB Social Media Metrics Definitions.”
“The definitions for blogs and widgets are an enduring signal towards the advertising industry which will change online media planning in the long run. Agencies with existing learning curves in this environment will be able to turn their knowledge into advantages for their clients. Being a special marketer for blogs, this development rewards our past efforts and serves as guidelines for further improvement on our reportings”, says mokono co-Founder and Managing Director Vasco Sommer-Nunes.
As largest blog marketer in Germany and one of the leading blog marketing companies in Europe, mokono welcomes the pathbreaking definitions of IAB for the advertising industry. The necessity of a new measurement for blogs is now even more explicit due to these new IAB standards. One more reason for mokono to extend the reporting and act in accordance with the new IAB Social Media Ad Metrics Definitions.
