GB/T 34090.3-2017 English PDF

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GB/T 34090.3-2017: Internet advertising -- Part 3: Effect measurement requirements
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Basic data

Standard ID: GB/T 34090.3-2017 (GB/T34090.3-2017)
Description (Translated English): Internet advertising -- Part 3: Effect measurement requirements
Sector / Industry: National Standard (Recommended)
Classification of Chinese Standard: L67
Classification of International Standard: 35.240.60
Word Count Estimation: 10,187
Date of Issue: 2017-07-31
Date of Implementation: 2018-02-01
Issuing agency(ies): General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China, Standardization Administration of the People's Republic of China

GB/T 34090.3-2017: Internet advertising -- Part 3: Effect measurement requirements

---This is a DRAFT version for illustration, not a final translation. Full copy of true-PDF in English version (including equations, symbols, images, flow-chart, tables, and figures etc.) will be manually/carefully translated upon your order.
Internet advertising - Part 3. Effect measurement requirements ICS 35.240.60 L67 National Standards of People's Republic of China Interactive advertising Part 3. Effect measurement requirements Part 3.Effectmeasurementrequirements 2017-07-31 Posted 2018-02-01 implementation General Administration of Quality Supervision, Inspection and Quarantine of People's Republic of China China National Standardization Administration released Directory Preface Ⅰ Introduction Ⅱ 1 Scope 1 2 Normative references 1 3 Terms and definitions 1 4 advertising effectiveness measurement requirements 1 5 interactive advertising interactive measurement requirements 2 5.1 Internet advertising interactive effect classification 2 5.2 interactive effect measurement requirements 2 5.3 ads in the interactive measurement requirements 2 5.4 social interaction measurement requirements 2 6 brand promotion effect measurement requirements 3 6.1 measuring mechanism 3 6.2 Measurement principle 3 6.3 Measurement Procedure 3 6.4 Measurement Considerations 4 6.5 Brand Selection 4 6.6 brand promotion effect analysis application 4 6.7 Advertising brand promotion effect reference database establishment requirements 4 7 equivalent exposure system 5 7.1 Overview 5 7.2 The basic framework 5 7.3 Visible coefficient 5 7.4 Utility coefficient 5 7.5 equivalent exposure calculation 5 7.6 Calculation of Other Related Indicators 5 8 Visible coefficient and utility coefficient Eye movement test method 6 8.1 Test Process Requirements 6 8.2 brand recall and advertising re-recognition test 6 8.3 Visible coefficient statistics 6 8.4 Utility coefficient statistics 7

Foreword

GB/T 34090 "Interactive Advertising" is divided into five parts. --- Part 1. Glossary of terms; --- Part 2. Putting validation requirements; --- Part 3. Effect measurement requirements; --- Part 4. Platform interface requirements; --- Part 5. User information protection requirements. This part of GB/T 34090 Part 3. This section drafted in accordance with GB/T 1.1-2009 given rules. This part of the centralized by the State Administration for Industry and Commerce. This part of the drafting unit. China Advertising Association interactive network branch, Tencent Technology (Beijing) Co., Ltd., Sohu company, splendid Century Technology (Beijing) Co., Ltd., Beijing Digital Synopsys Technology Co., Ltd., Hua Yang Lianzhong Digital Technology Co., Ltd., Shanghai Poly Sheng million ads Co., Ltd., Beijing Fantastic Art Century Technology Co., Ltd., Heyi Group, Guangzhou Nielsen market research company, the Ministry of Industry and Information Technology Electronics Industry Standard Standardization Institute. The main drafters of this section. Liu Yao, Su Tong, Feng Hui, tube extension, Ge Chengzhi, Lu Yan, Hong times, Wang Yanxuan, Wang Dong, Liu Xiaohui, Luan Hui, Wang Zuo, Li Ke, Wei Liang, Wang Qiwu, Tan Peiping, Hao Tao, Ye Shengrui, Xiong Ruoyu, Zhou Songtao, Zhou Benneng, Zhijian Zhuang, Zhang Haoran, Chen Yong, Pei Yue, Liu Jia, Zhou Ping, Kong match, Gong Yu.

Introduction

With the rapid development of the Internet and mobile Internet, interactive advertising has accounted for nearly 50% of the advertising market, becoming important Ad delivery methods and channels. However, the rapid development of interactive advertising has brought many problems and challenges. The low efficiency of industry resources; Uniform standard of measurement hinders the expansion and integration of industries; The data is relatively isolated and scattered, and the definition of classification can not Interoperability has affected the development of large-scale development; interface requirements fragmented platform and product cooperation between the difficulties. In order to regulate and promote the Internet advertising market The healthy development of the market, the state has the "Advertising Law" was amended, and formulated the "Internet Advertising Management Measures." In order to fully release the Internet Network advertising market efficiency, and promote the industrialization of Internet advertising development, so that Internet advertising in a normative and orderly market environment to quickly Development, under the guidance of the competent national authorities, organized by industry associations industry brand enterprises, the dominant media and interactive advertising companies, each other Dynamic advertising terms, definitions, categories, abbreviations proposed the use of standardized requirements; on the interface technology and delivery execution process, data acquisition methods, users Data privacy and measurement requirements are harmonized. This standard aims to unify the norms of interactive advertising under the conditions of a clear interactive advertising and monitoring concepts and dimensions; to ensure that interactive advertising firms Normative and reproducible operation of the industry; to ensure the unity of interactive advertising and monitoring. Interactive advertising Part 3. Effect measurement requirements

1 Scope

This section GB/T 34090 specifies the third-party monitoring and evaluation agencies in advertising evaluation process should follow the norms. This section applies to all types of intelligent device advertising effectiveness measurement. Including interactive effects, brand promotion effect, and collapse of different advertising Measurement and application of equivalent exposure systems for uniform assessment.

2 Normative references

The following documents for the application of this document is essential. For dated references, only the dated version applies to this article Pieces. For undated references, the latest edition (including all amendments) applies to this document. GB/T 34090.1-2017 interactive advertising Part 1. Terminology overview

3 Terms and definitions

GB/T 34090.1-2017 defined and the following terms and definitions apply to this document. 3.1 Advertising interactive effects advertisinginteractiveeffect Audience initiative in the display of interactive behavior. According to follow-up Internet advertising interaction can be divided into three categories. Click, wide Report interaction, social interaction. 3.2 Brand promotion effect advertisingbranduplifteffect Changes in the value of brand metrics after reaching the advertising campaign. The response is the impact of advertising on audience perception. 3.3 Visible coefficient visibleindex The average probability that an ad spot is seen by the audience. 3.4 Utility coefficient effectivenessindex In the equally visible case, the average ratio of an advertising space/type to human cognition, emotion and behavior influence.

4 advertising effectiveness measurement requirements

Measuring advertising effectiveness can be based on the purpose of activities and advertisers need to select multiple effect dimensions. Touch, interactive effects, brand promotion effect. If you need to collapse a different advertising for a unified assessment, should adopt the equivalent exposure system. Shall be monitored and measured by the third party agencies agreed upon by the advertisers and the advertisers, which is responsible for monitoring the number of monitored According to the cleaning, weighting, analysis, processing, resulting in monitoring results. ......

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