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Online advertisers deserve the best information to base their decisions on says TVNZ
Press release
Online advertisers deserve the best information to base their decisions on says TVNZ.
TVNZ fully endorses the NZ Herald’s call for greater transparency on the current Page Impression standard.
As online advertising continues to accelerate, advertisers and agencies need to be confident they are maximising the return on their advertising investments.
There is, therefore, an increasing need for clarity and consistency in the metrics being taken to market.
Since the 2009 revised Page Impression standard was announced TVNZ has been concerned that the increasing gap between reported page impressions and actual advertising impressions could confuse advertisers about competitive site performance.
It has effectively resulted in the creation of two different types of page impressions – one that reflects ad impressions, and one that does not. However these two types are not distinguished in the information reported to market under the current standard.
The practice of using in-page interactions to register additional page impressions without providing additional ad impressions is not an approach that TVNZ has pursued.
“We therefore welcome the opening of a debate about the current Page Impression standard”, said Sharon Daly, GM of Research and Insights at TVNZ. “We hope it leads to a resolution that ensures advertisers and their agencies receive the best possible information on which to base decisions”.
All enquiries please contact:
Jeremy Todd
Insights Manager – Television, Marketing & Digital Media
D. 64 9 916 7846
M. 64 21 890 695
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