Five Indonesian ad industry organisations have united, as the Indonesian Digital Measurement Consortium (IDMC), to form a single online currency, of which a two-year contract has been awarded to ComScore.
The industry measurement standard has been agreed by the Association of Asia Pacific Advertising Media (AAPAM), the Indonesian Advertisers Association (APPINA), the Indonesian Digital Association (IDA), the Indonesian E-Commerce Association (idEA) and the Indonesian Advertising Companies Association (P3I).
ComScore has been selected to be the online audience measurement partner for Indonesia until 2018, when the IDMC will undertake a review.
The appointment has been supported by the Indonesian Creative Economy Agency (Bekraf). Triawan Munaf, head of Bekraf, said; “Bekraf fully supports this pro-bono initiative from industry practitioners under the Indonesian Digital Measurement Consortium. It is essential for digital advertising, which is very much filled with creativity, to have a clear measurement standard. We hope this could be a milestone for continuous innovation ahead.”
The agreement is much like cross-industry measurement initiatives such as the UK Online Measurement Company (UKOM), which is led by digital trade bodies IAB and AOP and has executive board members representing the agency and brand world in the shape of the IPA and ISBA.
The aim of such agreements is to promote growth of digital spend by having singular trusted metrics for brands and agencies to plan against and is the aim the IDMC is also hoping for.
“We consider this project to be very important in progressing the country’s digital advertising industry,” said Danny Oei Wirianto, co-chairman of IDMC. “With a unified currency, advertisers could have more confidence to spend in digital. There are more parameters that could be measured in digital that will certainly help to attribute the overall effectiveness.”
Joe Nguyen, comScore senior vice president, Asia Pacific, gave similar sentiments; “As the advertising market in Indonesia continues to evolve, we are proud to provide accurate, independent measurement so that advertisers and agencies feel confident to spend more of their budgets in digital channels.”