ANA Plans Influencer Measurement Guidelines

In New York, the ANA (Association of National Advertisers) has launched the Influencer Marketing Advisory Board, comprising senior marketers who will establish industry-wide standardized measurement definitions and guidelines for the sector.

The ANA defines influencer marketing as 'marketing that identifies and activates individuals who can sway brand preferences, buying decisions, and the loyalty of the broader population using their own opinions, beliefs, and/or marketing channels'. The Board will seek to increase trust and transparency in influencer marketing, by reducing fraud, improving measurement, and spearheading industry commitments to advancing and improving the discipline. In addition, it will develop guidelines to establish equitable pay systems, and target supplier and partner diversity across all areas of the discipline.

The establishment of the Board follows a recent ANA survey that showed measurement and ROI as the top challenges with influencer marketing - with 39% questioned saying they are unsure of influencer marketing's impact due to a lack of accurate measurement. Board membership is by invite-only, with representation from Unilever, Cigna, Hilton, Mastercard, Procter & Gamble, PUMA, Nationwide, Reckitt Benckiser, SAP, Sephora and Target.

Bob Liodice, ANA CEO, comments: 'The role that influencers play in the overall marketing mix is clearly growing, but its exact impact remains to be seen. The new ANA Advisory Board will help marketers meet the challenges this important discipline presents, especially in the area of establishing solid metrics to help them maximize their investments'.

Web site: www.ana.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.