IAB chief Alice Manners says ad fraud is not as prevalent in Australia as is being made out
The CEO of the Interactive Advertising Bureau (IAB) has said the organisation will target ad fraud in 2015, but insists the problem is not as big as is being portrayed by the media.
Alice Manners revealed that IAB would be commissioning a study into ad fraud in the Australian market during a Mumbrella hangout to talk about the future of digital advertising sector.
When asked how big an issue ad fraud was in this market Manners was quick to downplay any suggestion that there was a serious issue: “It’s not as big a problem as you journalists make it out to be, that is from a global contextualisation perspective.
When will mumbrella do a hangout with the MFA?
Hi Mike,
We have approached the MFA for a hangout- we’re still trying to lock in a convenient time and date for them. We’ll keep you posted.
Cheers,
Alex – editor, Mumbrella
Alice, what sort of spend lift has occurred in markets that have gone form a non (industry-wide) measurement system, to a measured system of the type we are looking at with Nielsen/iab in 2015? In rough % terms. Graham_Big
Graham, while I don’t have comparative data regarding online spend there is a local example that may help.
In December 2004 the OMA (well OAAA back then) it announced it was going to build an audience measurement system. It was much more difficult than we thought it would be and eventually launched in February 2010.
Based on CEASA data, in 2004 OOH had $327m revenue with a 3.2% share.
During the years that MOVE was being built its share was between 3.1% and 3.3%, and by 2009 had grown 22% in five years to $400m.
In 2010 – the first year of MOVE – revenue was $477m +19% on the prior year and to a 3.5% share.
By 2013 revenue had grown +37% in four years to $548m and 4.1% share.
2014 revenue was $602m (+51% in five years), but CEASA share data is not yet available.
It seems like robust, credible audience measurement developed in a tripartite way pays dividends!
Good to hear you will be proactively tackling offenders.
I could be wrong but didn’t Google release data saying their estimate was 10%?
What is the IABs view on agency digital fraud – mark ups, inflated adsorbing costs etc?