June 8, 2023
Challenge: Ensuring Equitable Evaluation of Awards Entries
The evaluation of a campaign or marketing initiative's impact typically relies on engagement metrics or sales figures. However, the lack of standardisation and consistency in these metrics poses a significant challenge. Different clients have their own interpretations of what constitutes "engagement," whether it involves ad click-throughs, website visits, or interactions with influencer content.
Proposed Solution: Establishing Unified Engagement Guidelines
Our proposed solution entails collaborating with renowned publishers and platforms, including industry leaders such as Google, Meta, TikTok, and other influential entities. A dedicated sounding board committee would also be set up.
Through a collective effort , we will strive to align engagement metrics across the various platforms and throughout the industry as a whole. Once these engagement metrics are standardised on the "sell side", we will actively engage advertisers,agencies and publishers( aka Task force) to further refine the guidelines. This iterative process aims to ensure that all award entries receive fair and equal assessment, while providing clear criteria for a successful entry.
Project Execution Steps
- Step 1: Gather representatives from top platforms (Google, Meta , TikTok and local large publishers etc) to discuss the campaign metrics each platform measures and the reporting metrics they sent to advertisers/agencies.
- Step 2: Compile the metrics into a summary and gather feedback from the sounding board.
- Step 3: Review the initial engagement metrics summary with the representatives from advertisers, media agencies, and publishers and add in any additional engagement metrics if not already included.
- Step 4: Alignment of Engagement metrics with inputs from industry stakeholders ( publishers, agencies and advertisers).
- Step 5: Compilation of a common engagement metrics guide.
SOUNDING BOARD
