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Minutes of a tele-conference meeting of the Executive Board held 10.30am London time, Monday – 16 December 2013.


Minutes of a tele-conference meeting of the Executive Board held 10.30am London time, Monday – 16 December 2013.

Present :

Mr Jerry Wright – President – in the Chair
Mr Hormuzd Masani – Treasurer
Mr Eusebio Serrano
Mr Magnus Paulsson
Mr George Bohlander
Ms Iwona Szczesna
Mr Paul Dovas
Mr Pedro Silva

In Attendance :

Mr J Matthews representing
Macomm Management Services Sdn Bhd
Secretaries to the Federation

1. MINUTES: The minutes of the meeting of the Executive Board held 18 November 2013 having been circulated, were taken as read and confirmed.


2.1 IFABC Workplan 2010-2012

2.1.1 Role of IFABC/Industry Advocacy
a. Promote the growth of bureaux in new geographies – Mr Eusebio Serrano said that they were revising the letter and filtering the contact lists of the potential members so that there would be approaching the right contacts. He spoke of the four parties from Africa and said that there had been no further developments from them. He had received one response from Latin America and was following it up.

Chairman reported that he had written to ABC South Africa and had requested them to re-consider the membership of IFABC. He added that they had responded that the matter would be discussed by them and they will revert.

b. Norsk Mediekontroll (NM) – Chairman said that the secretaries had received a letter dated 3 December from NM pointing out that they were granted Full Member status at the General Assembly in Berne in 2004 under special circumstances. They were therefore surprised to note that they were to be re-designated as an Affiliated Member. Ms Iwona Szczesna said that the situation has changed with the revised Constitution and the admission of another Member from Norway under the Affiliated Membership category. Discussion ensued and IFABC Europe Chairman Mr Magnus Paulsson agreed to speak with Mr Lasse of NM. This will then be followed by a letter to NM.

c. Logo – Chairman said that he had circulated logos that incorporated the four categories of membership. It was agreed that a logo with the descriptor for ‘Affiliated Member’ be used in the grey tone.

2.1.2 Knowledge Sharing/Business Development
a. Central knowledge store – Ms Iwona Szczesna said that around ten Members had still not submitted the data on National and Regional newspapers. It was agreed to publish the data on hand in the website and to remind those who have not done so to do so as early as possible.

On the magazine category, Ms Szczesna said that she was waiting for some of the Executive Board members to complete the data so that it could be circulated to the rest of the Members for their input. She reminded them to complete the data in the new format which included digital.

b. Improve internal communications – Website – Mr Paul Dovas said that the secretaries had reminded Members who had not registered to do so at the website in order to access information.

2.1.3 Digital Standards and Measurement
a. ‘Hybrid’ Online Audience Measurement – Mr George Bohlander said that the work was on going. He will request Mr Richard Foan to update the Executive Board.

b. Digital Editions and Publications – Mr George Bohlander said that the summary which will be sent to the Members to seek their progress on the matter was now ready and would be circulated to the Executive Board for their thoughts.

c. Event Audits –Mr Paul Dovas said that a meeting of the committee has been scheduled for tomorrow. He added that it did not garner the best of attendance because of the time of year.

d. Viewable Impressions and Brand Safety – Mr Paul Dovas said that issues affecting these two topics were dominating conversations around the world.

He saw an opportunity for IFABC Members.

Brand Safety – Mr Paul Dovas said that the Brand Safety matter was raised by the music industry in respect of music on prated sites that was funded by advertising support, without the knowledge of the advertiser. Chairman said that in the UK, the industry comprising the IAB, advertisers, ad agencies and the online publishers would be releasing the Brand Safety Code to minimize the risk of ad misplacement. ABC UK will be one of the auditors appointed to verify companies compliance with the code. He added that although some of the bigger American owned sites had not previously agreed to verification of their processes, they had now agreed that they would independently certify that they comply with the Code.

Viewable Impressions (VI) – Mr Dovas spoke of metrics being developed in the US to govern online ads. The VI standard, the first deliverable of the Making Measurement Make Sense (3MS) was expected to be live in January, 2014. VI has been driven by advertisers, supported by Media Agencies and IAB US. The process to deliver the standard was managed by the Media Ratings Council (MRC). VI had the potential to move the trading currency for online advertising from ads served to ads viewable (Opportunity To See) and will be defined as % of the ad being rendered in browser window for at least 1 second (Most likely somewhere between 50% to 70%).

There will be 3 categories of ad impressions:
1. Viewable
2. Non-Viewable
3. Non-measurable

and, the number of VIs will also be expressed via the Viewability Rate = Viewable/Non-Viewable. While VI will apply to display ads initially, there will also be a standard for Video and Mobile following. Mr Dovas asked if other members were being impacted by the VI standard. Chairman said that UK was waiting for the final verdict from the US on the standards which will then be adopted by UK. It will be accrediting the software that could measure VI. He said that there was a lot of uncertainty in the market. Mr Dovas said that in Australia 80% of online ads were served by Google and Google would be moving to this new standards. Some publishers wanted a comparable version of VI. He suggested requesting the WWW Standards Group to discuss the matter. Mr Pedro Silva said that the same discussion was happening in Brazil and IVC was seeing how they could add value to the partnership by working with advertisers. TheChairman noted that the MRC in the US had carried out an assessment of Nielsen’s XCR cross rating of media platforms in the US on behalf of Unilever. Chairman said that the ABC UK had agreed with JICWEBS some principles of measuring VI software tools some months ago in readiness for the agreement of the standard.

2.1.4 Governance and Finance
a. Finance -Treasurer reported that an invoice numbered 016/11/2013 from Macomm Management Services Sdn Bhd for € 3,344-00 being professional fees in respect of secretarial services and out of pocket expenses for the period July to September 2013 had been received. It was approved for payment.

He continued and said that the balance in the bank in Singapore was € 64,818-00.

b. Executive Board Membership – Mr Eusebio Serrano said that he would be retiring from OJD Spain on 8 January 2014. He said that he was included in the Executive Board through his position as Chairman of the Ibero-Americano Group.
Chairman said that the group would need to find a successor and inform the Executive Board which will meet on 20 January.

The new head of the group will join the Executive Board ex-officio. Chairman invited Mr Eusebio Serrano to try and attend the next meeting of the Board in any case.

3. IFABC GENERAL ASSEMBLY 2014 – Mr Pedro Silva said that the meeting of the Committee will be held after this tele-conference. He added that he will be surveying some hotels and checking the conference facilities and rooms for the delegates and would advise the Executive Board.

4. NEXT MEETING– the next meeting of the Executive Board will be held 10am London time on 20 January 2014.


5.1 Chairman wished the Executive Board and all Members a very joyful Christmas and a very happy and successful New Year.


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