The IAB is active in generating and distributing research and thought leadership that effectively supports the decisions required to invest in digital advertising. The aim of the revenue reporting and research initiative is to help address the following significant issues that exist in Singapore and Southeast Asia and which impede the development of interactive advertising:
Singapore does not have the same level of detailed and reliable data on online behaviour as is commonly available in Europe or the US. Not all publishers report traffic data or advertising revenue consistently and completely, which makes it challenging to assess market development.
Where consumer data is available, the detail that is often required for planning and the level of insight needed to support innovative advertising ideas is often missing. Accurate segmentation and targeting of online consumers is critical to increasing online investment.
With these thoughts in mind, the IAB is committed to an extensive investment of resources in imporiving local and regional insight:
INTERNET ADVERTISING REVENUE REPORT (IARR) – SINGAPORE AND SOUTHEAST ASIA
The IARR seeks to establish a comprehensive standard for measuring the level and growth of internet/online advertising revenues. It forms part of an ongoing IAB mission to provide an accurate barometer of internet advertising growth in all the regions in which it operates.
The survey is significantly different in its approach from existing estimates of advertising revenues and is recognised as the industry standard for advertising revenue measurement. The IARR seeks to:
- Obtain current and historical data directly from companies generating online advertising revenues
- Be as inclusive as possible, encompassing all forms of online advertising, including websites, consumer online services, ad networks and e-mail providers
- Establish and maintain a confidential process, only releasing aggregate data
The IAB Singapore Chapter will focus on delivering the IARR for Singapore, but will work with other associations in the region to reach a regional standard for revenue reporting.
‘HOW TO’ GUIDES
One of the ways in which the IAB seeks to build knowledge of the techniques required for successful interactive advertising is through providing a set of ‘how to’ guides. These guides aim to help marketers wishing to gain an understanding of interactive advertising.
To help marketers understand consumer behaviour and to support the development of better advertising campaigns, the IAB provides case studies (usually supplied by its publisher members) that demonstrate innovative and creative ways that interactive advertising may be used.
RESEARCH FROM MEMBERS
The IAB also leverages the work of its members by distributing research that any of them have commissioned. In Singapore, the IAB will seek the use of specific reports that investigate topics relevant to interactive advertisers in the region.
BESPOKE (COMMISSIONED) RESEARCH
In certain cases the IAB commissions its own research; for example where topics exist that are poorly understood, or where it is felt that a specific piece of research will contribute to the IAB’s goals of increasing investment in interactive advertising. In the case of the IAB in Singapore, it is unlikely that there will be sufficient initial budget to commission bespoke reports; however there may be possibility for collaboration to undertake bespoke research with members or with other industry associations.