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Advertising Group Builds Internal Resource for Boosting Marketing Measurement

The new initiative will also increase compliance and boost education efforts

The Association of National Advertisers (ANA) is working on improving the consistency of the impact of marketing, and with that in mind, the group is trying a new tactic on for size.

ANA announced this week that it will launch a new division called Measurement for Marketers (MFM) to promote the use of measurement standards, and it will develop its own with the help of existing groups such as the Media Rating Council. The initiative, announced at the association’s Data & Measurement Conference, aims to improve the consistency of its promotion efforts.

“This highly ambitious and historic action by the ANA puts the marketer’s agenda at the center of industry measurement,” ANA CEO Bob Liodice said at the event, according to Campaign US. “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. As a result, the voice of the advertiser has been inconsistent.”

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