MRC Works Towards Outcome-Based Measurement

In a new-style public briefing this week, the MRC discussed its plans for upgrading and overhauling standards, including its move into the area of outcome-based measurement; and specifically highlighted problems developing standardised measurement for podcast audiences.

According to www.mediapost.com , MRC CEO and Executive Director George Ivie (pictured) hinted that the development of outcome-based measurement standards was perhaps around '70% complete', and would address areas such as sales lift, brand lift and return on advertising investment, bringing consistency and best practice to them. The Council's work has included assessing and creating standards for the algorithms used by measurement firms to turn raw data into audience exposure and outcome measurement estimates. A part of this is to address any bias in the algorithms across different sectors of the population.

Ivie told attendees during the briefing's Q&A session that podcasting measurement is currently unable to meet basic ad industry standards, stating: 'The problem is that the podcast industry is measuring prior to when we would ordinarily consider a good measurement position, I'll just call it that'. While for other areas the MRC has moved to measuring audience exposure on the 'client-side' - ie when a consumer is actively rendering it on their device and has an opportunity to be seen or heard by the consumer, and not when the content was streamed. 'Right now' said Ivie, 'most podcast measures are measuring... either when the podcast itself was downloaded, but nobody's actually started listening to it; or maybe when somebody started listening to it, but there's no confirmation that anyone's heard any particular ad'. The US-based Council continues to push towards audited and accredited podcast audience measurement, and the closing of this 'gap'.

Web site: www.mediaratingcouncil.org .