The association’s newly elected president Claudian Navin Stanislaus said that the framework will facilitate the measurement of advertisement expenditure (adex) and other relevant measurement metrics.
PETALING JAYA: The Malaysian Advertisers Association (MAA) is working closely with various bodies to launch the much-awaited single video audience measurement framework.
The association’s newly elected president Claudian Navin Stanislaus said that the framework will facilitate the measurement of advertisement expenditure (adex) and other relevant measurement metrics.
“MAA is working closely and is in discussions with the Malaysian Communications and Multimedia Commission and the relevant bodies in the rollout of the framework. We are proactively working on it and hope to see its fruition soon.
“On the outdoor advertising front, MAA is at the same time in discussions with the relevant associations to establish a common currency for the measurement of digital and out-of-home (OOH) advertising. In collaboration with the industry, we also hope to launch the OOH adex framework within the industry,” he told StarBiz.
Claudian said it is important to have accurate measurement frameworks in the advertising and OOH space, noting that accountability is key. Apart from facilitating accountability in the industry, the measurements would also ensure that budgets would be efficiently and effectively spent by getting more credible views from audiences.
Claudian said the measurements would also ensure transparency in the ad and media industry.
As part of its knowledge development, Claudian said MAA is working closely with the World Federation of Advertisers on multiple fronts, including working on the dynamics for the framework of the Media Contract Guidelines in Malaysia which is targeted to be launched this year.
He added that the collaboration would benefit the ad and marketing industry. The objective of the guidelines is to facilitate a sustainable marketing investment to ensure full transparency and fair remuneration, protect the advertisers’ best interest and aspire toward best practices.
Claudian said: “We have conducted a survey on the state of media contracts in Malaysia and will hold a workshop for MAA members to get their views on the outcome of the survey. The association is upbeat that the guidelines will materialise this year.”
The survey has been circulated amongst MAA’s members and has also received the support of the Malaysia Retail Chain Association and the Branding Association of Malaysia, to ensure that the guidelines are more Malaysia-centric and not simply based on a global framework.
Claudian said in an effort to lead and advocate positive change for a more advertising friendly business landscape, MAA would step up its engagement with the relevant ministries, regulatory bodies, trade associations, media owners, tech partners and other relevant bodies.
He stressed that having the right knowledge among its members would further bolster the ad industry and take it to a higher level.
“Providing thought leadership and actionable learning platforms will help build industry knowledge and hone skills of existing and future industry talents. To this end, the association will organise events such as conferences, talk sessions, etc for the benefit of its members on related industry topics.
“MAA will also engage with institutions of higher learning to partner with the association to work on programmes and strategies to increase the fresh talent pool into the industry.
“Besides this, we will collaborate with tech and media partners to organise upskills programmes for employees of MAA member companies to enhance their capabilities and skill sets; as well as address some of the gaps between what is needed and what the graduates come out equipped with so as to get these fresh talents more industry-ready,” he added
Claudian said initiatives would also be employed to expand and grow its membership.
He said there will especially be focus on bringing in more small and medium-sized enterprises (SMEs) into the fold in collaboration with the Malaysia SME Media Group, across all sectors and categories by advocating how the industry shapes its future by creating an influential community of advertisers with common interests.
MAA currently has at its core 95 ordinary members that contribute to about 80% of the RM4bil plus annual adex. The members comprise local brands and multinational companies from all sectors and sizes. It also represents all marketers and via its affiliate member category, its services and support is available to another 1,600 local businesses.
Claudian took over MAA’s presidency in April from Mohamed Kadri Mohamed Taib, who completed his two terms (four years) at the association’s AGM in April. The event also saw Javed Jafri of Unilever Malaysia being appointed as the new vice-president of the association, with Kadri moving to a senior advisor role.
The new council of MAA include Coca Cola Far East Ltd, Genting (M) Bhd, GrabTaxi Holdings Pte Ltd, Heineken (M) Bhd, Maxis Broadband Sdn Bhd, Mondelez (M) Sales Sdn Bhd, Nestle Products Sdn Bhd, Procter and Gamble (M) Sdn Bhd, Tune Group Sdn Bhd and Baba Products (M) Sdn Bhd, where Claudian serves as its head of communication and consumer marketing.
