IAB elects Marcus Betschel chair of Ad Effectiveness Council and publishes first industry guide

Marcus Betschel of marketing agency Columbus has been elected as co-chair of IAB Australia’s Ad Effectiveness Council alongside the organisation’s director of research, Gai Le Roy.

Back row (left to right): Willem Paling (IAG), Mark Henning (Kantar Millward Brown), Becky Smith (Yahoo7), Gai Le Roy (IAB Australia). Front row: Lisa Meunier (Roy Morgan Research) Marcus Betschel (Columbus), Patricia Neupauerova (Google), Beth van Koesveld (Fairfax), Daniel Karlsson (Impact Radius). Crouching: Lyall Sundel (Experian)

Established last March, the 16-member council was established to identify and refine the best methods to assess online advertising impact along with exploring how digital measurement data can enhance cross-media planning and buying.

Betschel, Melbourne based national head of strategy and products for Dentsu Aegis Network-owned Columbus, said in the IAB’s media release: “It’s a huge honour to be elected co-chair by such a talented and experienced group.

“The challenge of identifying relevant metrics of ad effectiveness is an incredibly important one,” Betschel continued. “It’s key to our marketplace and the future of the industry as a whole, particularly given the increased scrutiny on the value of digital advertising execution.”

Along with the announcement, the council released its first paper, ‘Advertising Effectiveness Glossary of Terms’ identifying metrics and models currently in use and is now developing a Best Practice Handbook for marketers.

“The Ad Effectiveness Glossary is the council’s first step to bring the market together to a common understanding. The IAB is on a mission to simplify digital, so explaining the often confusing jargon is a necessary first step to moving toward better metrics that gauge the impact of ad investments,” said Betschel.

IAB Australia’s Le Roy added: “The publication of the glossary is part of the work the IAB is doing to help people have a common language in market. Other IAB councils will also be coming out with glossaries over the next month.”

The council boasts representatives from publishers, data agencies, media agencies, research companies and advertisers including members from Facebook, Google, Fairfax, News and Experian.


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