Guidelines to help advertisers measure influencer effectiveness

By our News Team | 2022

Association of National Advertisers says measuring the success organic influencer marketing has been an ongoing challenge.

The Association of National Advertisers (ANA) in the United States has introduced its first set of guidelines for measuring influencer marketing. This in an effort to help advertisers overcome a challenge that has thwarted them for several years.

The ANA said the guidelines were needed because, while measurement guidelines have been available for paid advertisers for almost a decade, organic influencer marketing has not benefitted from a similar standardisation application. The lack of both consistency and transparency has limited organic influencer marketing’s value to advertisers, hamstrung its growth and disguised its true ROI.

Influencer Marketing

Photo by Rodnae Productions from Pexels

The guidelines were created by the ANA’s Influencer Marketing Advisory Board in collaboration with agency partners and the major platforms. They have also been endorsed by the Media Rating Council.

According to a statement released by the ANA this week, Influencer Marketing Measurement Guidelines is divided into sections that address key issues in measuring organic influencer marketing:

  • Awareness Metrics to generate visibility for and consumer recognition of a brand, product, service or message.
  • Engagement Metrics to get the consumer to interact directly with the brand messaging through different actions (commonly clicks, likes, comments and shares) as a means of indicating brand interest or affinity.
  • Conversion Metrics designed to get the consumer to take the desired action toward a predetermined goal, purchase, or transaction in which KPIs will be highly dependent upon the data available to advertiser.

The Awareness Metrics section provides definitions and examples of terms, including total reach, cost per reach, total video views, and total impressions. while the Engagement Metrics section covers cost per engagement, overall campaign sentiment, and engagement rate. 

The Conversion Metrics section offers definitions and insights on total traffic generated, total conversions, cost per conversion, total sales generated, and return on investment.

“Two years ago, in the ANA’s State of Influence report, we asked its members to identify their single biggest challenge in implementing influencer marketing, and the overwhelming response was measurement,” said ANA CEO Bob Liodice. 

“These new guidelines will help all marketers harness the power of this important and growing discipline and help them maximise their ROI.”

The guidelines can be accessed on the ANA’s website in the Marketing Knowledge Center.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.