Guidelines For On-Demmand Advertising.
January 17, 2004
The American Association of Advertising Agencies’ (AAAA) Advanced Television Committee released recommended Guidelines for On-Demand Television Metrics. The Guidelines were unveiled at the Association’s 11th annual Media Conference and Trade Show, which opened today at the Royal Pacific Resort at Universal Orlando, Florida.
“These recommended guidelines will serve as a starting point to discuss how best to measure and verify on-demand behavior,” said Tim Hanlon, svp, emerging contacts at Starcom MediaVest Group and chairman of the AAAA Advanced Television Committee. “Our goal is to establish a dialog between the TV industry and marketers to better define the potential value of advertising within the on-demand environment.”
The Guidelines, formally titled “On-Demand Television Metrics Guidelines,” address the burgeoning sector of on-demand television advertising and include definitions of terms and eight initial guidelines for ad message delivery, verification and reporting, and behavior, among other topics.
Hanlon added that the Guidelines are designed to facilitate discussion among video program distributors, cable/satellite operators, technology enablers, and research intermediaries, with the goal of defining generally acceptable on-demand performance metrics.
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