P&G Malaysia backs MRC viewability standards

  • Economy
  • Saturday, 11 Feb 2017

Nadiah: ‘For media buys, viewability is one of several important factors that we consider.’

P&G Malaysia is working closely with its partners to adopt the US-based Media Rating Council (MRC) viewability standards for digital media as well as reviewing agency contracts following the recent call by its parent Procter & Gamble Company (P&G) for greater transparency rules in digital advertising.

Although the move has drawn mixed reactions from marketers and agencies, the company’s communications and government relations leader (Malaysia, Singapore and Brunei) Nadiah Syed Nahar tells StarBizWeek that it will follow through and adopt the MRC standard.

P&G Malaysia is a subsidiary of Procter & Gamble Company of the US, which is the biggest advertiser in the world.

She says P&G’s ruling are relevant and applicable globally, including in Malaysia. Many of P&G’s digital partners (Google, Facebook, etc) are global, she says, adding that the company will work with its partners and agencies on these issues.

“Right now, at minimum, our focus is on the adoption of MRC viewability standard to enable comparative measurement and learning. For media buys, viewability is one of several important factors that we consider. We work with our partners on the specifics as to how we buy media from them. We are also currently reviewing agency contracts.

“I can’t divulge at this stage except the fact that we are aligned with P&G’s chief brand officer Marc Pritchard’s direction and intent of reviewing agency contracts. We have begun that work and it will continue on the timing that it takes,” she says. MediaCom is P&G’s media agency in Malaysia.

Last month, Pritchard stressed that there was a need for a thorough review of all media-agency contracts plus requirements that everyone use industry-standard viewability metrics, fraud protection and third-party verification.

The new rules scheduled to be out this year include requiring funds to be used for media payments only, ie, payments or fees should be matched with the services rendered. All rebates, at the same time, should be disclosed and returned as well as transactions being subjected to audit.

Another is the endorsement by P&G of the controversial MRC viewability standards for digital media. It defines a viewable impression as requiring a minimum of 50% of pixels in view for one consecutive second for display and two consecutive seconds for video.

Industry players agree there should be a common viewability standard in the advertising industry in the country as currently there are no fixed standards or measurements. 

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