The MediaOnline – 2 September 2013

How to measure online AVE is a question that has plagued the communications industry for quite some time due to a lack of a consistent calculation or an industry standard. Representatives from a broad spectrum of industries – advertising, PR, marketing agencies, clients, industry bodies, online monitoring providers and media houses – met recently in a “gloves off” debate on how to sort out the issue.

The exercise revealed that while no one was resistant to change, the challenge was to find a reliable alternative that wouldn’t present the same problems in a few years’ time. Two key standpoints emerged.

The first argued that the use of AVE needs to stop with immediate effect; that there is no place for AVE now or in the future, especially in the online measurement arena. Participants discussed the need for a big call to all stakeholders to take responsibility for communication and education in the industry to achieve this end.

The second standpoint reasoned that a monetary measure of return was needed for justifying future marketing budgets and plans. Additionally, such a measure is required for making effectiveness (ROI) comprehensible to all, not just those knowledgeable about the ins and outs of marketing campaigns. The form that this measure would take raised heated and contentious debate.

Despite the multitude of views expressed, and questions raised, the one thing that participants could agree on was that, as Oresti Patricios (CEO, Ornico) puts it, “defining clear measurement goals for any communication, including social media, is key”.

So what now? Can the sector abandon AVE? Is there place for a new industry-wide metric? What will the implications be? Will this revolutionise the industry?

A survey has been created to canvas a wide range of views and is calling for those working in the communications sector to voice there opinions.

Click here to complete this online AVE survey – have your say!