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Online Audience Measurement Project Goes Live
The European Interactive Advertising Association (EIAA) and the Internet Advertising Bureau Europe (IAB Europe) have officially launched their industry-wide survey into the use of online audience and traffic measurement techniques; and appointed Elizabeth Van Couvering to help guide the initiative.
The MIA (Measurement of Interactive Audience) Project was first announced last year. Its aim is to gather views and opinions across the online media industry, and establish the foundation for industry standards and guidelines to improve the consistency and overall accountability of the planning criteria of interactive advertising.
Van Couvering will work closely with the MIA Project's steering committee to guide the initiative. She has worked in the Internet industry since 1994 - most recently as a freelance Internet Marketing Consultant, prior to which, she was a Market Analyst with Jupiter Communications and an Account Manager with interactive agency Webmedia. She is currently pursuing her PhD in Media and Communications at LSE.
The MIA Project is co-chaired by EIAA Executive Director Alison Fennah, and Thomas Duhr, VP of IAB Europe. The committee will be supported by Anita Caras, Head of Research and Market Insights EMEA at Microsoft Advertising; Jürgen Sandhöfer, Vice Chairman of the Board - AGOF; and Richard Foan, ABCe, JICWEBS Chair and IFABC WWW Standards Chair.
'This survey is the next major step in improving the accountability of online advertising,' Fennah comments. 'We have made significant progress since the MIA Project began and the appointment of Elizabeth as project manager will help us to continue this progression. Her experience within the industry and the knowledge gained through her extensive research will be invaluable in driving the project forward.'
Details about the survey, which goes live today in 19 countries across the world, can be found at
www.miaproject.org .
The partners are online at www.eiaa.net and www.iabeurope.eu .
At the end of last year, TV marketing body Thinkbox and IAB undertook a joint research project in the UK, to look at the effectiveness of using TV and online ad campaigns in tandem.
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