P&G Malaysia to adopt Media Rating Council viewability standards

Following the footsteps of its parent company, Procter & Gamble (P&G) Malaysia has plans to adopt the Media Rating Council (MRC) viewability standards in the region. The company also plans to review its agency contracts to ensure sufficient transparency rules in digital advertising. Currently, it works with Mediacom Malaysia for media buying.

Nadia Syed Nahar (pictured), communications and government relations leader at P&G when reached out to by A+M confirmed that P&G’s recent ruling are standardised and are applicable worldwide. She confirmed that the company, together with its global digital partners and agencies, plans to work on these concerns. This will be no different in Malaysia.

Confirming that the company's focus mainly lies on adopting MRC viewability standard to have a more efficient comparative measurement and learning, she explained that it is one of the key factors that is taken into consideration while planning media buys.

In a separate interview with The Star, She confirmed that the company is "aligned with P&G's chief brand office Marc Pritchard's direction and intent of reviewing agency contracts" and work has already begun on this.

Last month, P&G's chief brand officer Marc Pritchard said the company will be reviewing all of its agency contracts this year in a bid to drive a more cleaner media supply chain and transparent digital measurement.

He called the state of the media supply chain “murky at best” and “fraudulent at worst”. He as such, demanded for better advertising to drive growth. This he said, will happen only if enabled by media transparency to drive a “clean and productive” media supply chain. He addressed the need to "clean it up" and "invest the time and money" into better advertising for growth.

There were four points he clearly highlighted:

  • Firstly, the company plans to adopt one viewability standard: one MRC-validated viewability standard.
  • Secondly, the company plans to implement accredited third-party measurement verification. This means that very media supplier, including publishers and measurement vendors, are expected to adopt MRC-accredited third party verification during 2017.
  • Thirdly in order to get transparent agency contracts the company is now reviewing every agency contract.
  • Fourthly, to prevent ad fraud the company is insisting that any entity touching digital media must become TAG-certified during 2017.