ARF Online Media Council

In addition to the online R/F committee, other committees are foreseen on the subjects of online planning, buying, and efficacy. The purviews of the planning and buying committees are self-evident. An online efficacy committee would address the questions: Does online advertising work? Is online a good direct response medium? (Some people actually have questions about this.) Is it a good branding medium? Work is currently being done by groups like the IAB, OPA, and on the sites of MSN and iMedia to document the efficacy of the Web. One of the goals of the efficacy committee will be to pull all of this work together with the respective stakeholders and publish a book where senior client executives and others could access the evidence in one place.

We also asked the council to suggest other issues to address. Attendees came up with the following:

Data ownership
Impression definition
Definition of key online metrics
Prioritization of key online metrics
Effective frequency online
Qualitative issues (size comparatives)
Online universe definition-synchronize universe-align with other media and understand differences
How to package online inventory (How to buy and sell based on audience)
Difference between server- and panel-based measurements
Online planning workflow
Survey definitions (network, site, property, etc.)
Syndicated content (Rollups based on content? Advertising?)
Spam
Ad blocking vs. audience measurement
Map online metrics onto ARF model
Validation of R/F systems (pre-buy, plan, during, post-buy)
Cost -- benchmark cost database

An ad-hoc committee will prioritize these issues and we will discuss next steps in greater length at the next OMC meeting on June 2. Please let Linda Mallon Faber or Gabe Samuels know if you would like to attend/be involved.

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