Adex measurement framework in preparation

PETALING JAYA: The Malaysian Association of Advertisers (MAA) is working closely with various bodies to launch the highly anticipated Single Video Audience Measurement Framework.

The association’s newly elected president, Claudian Navin Stanislaus, said the framework will make it easier to measure ad spend (adex) and other relevant metrics.

“MAA is working closely and is in discussion with the Malaysian Communications and Multimedia Commission and relevant bodies in rolling out the framework. We are working on it proactively and hope to see its fruits soon.

“On the outdoor advertising front, MAA is also in discussion with relevant associations to establish a common measurement currency for digital and outdoor advertising (OOH). Together with the industry, we also hope to launch the Adex OOH framework within the industry,” he told StarBiz.

Claudian said it’s important to have accurate measurement frameworks in ad space and OOH, noting that accountability is key. As well as facilitating accountability in the industry, the measures would also ensure that budgets are spent effectively and efficiently by eliciting more credible opinions from the public.

Claudian said the measures would also ensure transparency in the advertising and media industry.

As part of its knowledge development, Claudian said the MAA is working closely with the World Federation of Advertisers on several fronts, including working on the dynamics of the Malaysian Media Contract Guidelines Framework, which is expected to be launched. This year.

He added that the collaboration would benefit the advertising and marketing industry. The purpose of the guidelines is to facilitate sustainable marketing investment to ensure full transparency and fair compensation, protect advertisers’ best interests, and aspire to best practices.

Claudian said: “We have conducted a survey on the state of media contracts in Malaysia and will hold a workshop for MAA members to get their views on the survey results. The association is optimistic that the guidelines will materialize this year.

The survey was circulated among MAA members and also received support from the Malaysia Retail Chain Association and the Branding Association of Malaysia, to ensure that the guidelines are more Malaysia-centric and not simply based on a global framework.

Claudian said that in an effort to lead and advocate for positive change for a more ad-friendly business landscape, MAA will intensify its engagement with government departments, regulators, trade associations, media owners, technology partners and other relevant bodies. .

He pointed out that having the right knowledge among its members would further strengthen the advertising industry and bring it to a higher level.

“Providing thought leadership and actionable learning platforms will help build industry knowledge and hone the skills of current and future industry talent. To this end, the association will organize events such as conferences, discussion sessions, etc. for the benefit of its members on matters related to the industry.

“The MAA will also engage with higher education institutions to partner with the association to work on programs and strategies to increase the pool of new talent in the industry.

“In addition to this, we will work with technology and media partners to organize development programs for employees of MAA member companies to improve their capabilities and skills; as well as bridging some of the gaps between what is needed and what graduates come out equipped with in order to prepare these new talents for the industry,” he added.

Claudian said initiatives would also be used to expand and grow its membership.

He said a particular focus will be on bringing in more small and medium-sized enterprises (SMEs) in collaboration with the Malaysia SME Media Group, across all sectors and categories, advocating how the he industry is shaping its future by creating an influential community. advertisers with common interests.

MAA currently has 95 Ordinary Members who contribute approximately 80% of RM4bil plus the annual adex. Members include local brands and multinational companies from all industries and sizes. It also represents all marketers, and through its affiliate membership category, its services and support are available to 1,600 other local businesses.

Claudian took over as president of MAA in April from Mohamed Kadri Mohamed Taib, who completed his two terms (four years) at the association’s annual general meeting in April. The event also saw Unilever Malaysia’s Javed Jafri being named the association’s new vice-president, with Kadri moving to a senior adviser position.

MAA’s new board includes Coca Cola Far East Ltd, Genting (M) Bhd, GrabTaxi Holdings Pte Ltd, Heineken (M) Bhd, Maxis Broadband Sdn Bhd, Mondelez (M) Sales Sdn Bhd, Nestle Products Sdn Bhd, Procter and Gamble (M) Sdn Bhd, Tune Group Sdn Bhd and Baba Products (M) Sdn Bhd, where Claudian is responsible for communications and consumer marketing.

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