Marketers nowadays are facing greater scrutiny to justify their ad spending. This framework will serve as a guide for more effective measurement.

SINGAPORE – As various forms of digital marketing continue to grow rapidly in Southeast Asia, companies must go beyond ad clicks when it comes to measuring the success of their campaigns.

This is the common thread in the series of white papers released by IAB Singapore (IAB SG)’s Measurement & Standards (M&S) Committee yesterday. These white papers detail how to measure performance in four major areas of digital advertising in SEA: digital video, content marketing, mobile, and social media.

To go beyond measuring clicks, companies can consider the recommendations outlined in the white papers as a framework for digital campaign reporting. This includes using various metrics that are unique to digital advertising.

“Smartphones, broadband and digital video consumption are growing rapidly in APAC. Marketers in SEA recognise this and are redesigning their campaigns accordingly. As businesses fully embrace digital advertising, they need to move beyond ad clicks and provide greater transparency with smarter reporting processes, including measuring engagement, time spent and conversions.” says Miranda Dimopoulos, CEO IAB SG.

“As digital marketing matures, historical campaign data and new reporting metrics provide more reference points for campaign measurement,” says Peter Hubert, Head of Insights, APAC, LinkedIn and Co Chair of the IAB SG M&S Committee. “The framework outlined by the IAB SG allows marketers to use this data for far more educated advertising buys than before,” he adds.

The framework is a result of collaboration across the IAB SG’s M&S committee. IAB SG’s members, which include CEOs, VPs and HODs from industry leaders such as SPH Digital, Google, LinkedIn, MEC, Mindshare and comScore, provide insights that combine industry best practices with extensive market knowledge.

Read the white papers here: