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,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.

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