In the US, the non-profit Association of National Advertisers (ANA) has launched a division called 'Measurement for Marketers' (MFM), with the aim of ensuring uniformity across the industry's measurement systems.
The ANA membership is comprised of more than 1,100 client-side marketers and non-profit organizations, as well as more than 700 marketing solutions provider members including marketing data science and technology suppliers, ad agencies, law firms, consultants and vendors. The new division will be fully operational by next January, and an Advisory Board is being appointed to establish its 'agenda and vision'. In the meantime, MFM will continue to work with the World Federation of Advertisers to develop cross-platform measurement principles; and with the Media Rating Council.
MFM will be led by Group EVP Bill Tucker (pictured), who is currently responsible for data/technology practice and industry measurement. CEO Bob Liodice comments: '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. This highly ambitious and historic action by the ANA puts the marketer's agenda at the center of industry measurement'.
Web site: www.ana.net .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.