Last week AMEC announced an initiative to finally put the proverbial wooden stake into the use of (AVE) Ad Value Equivalents Richard Bagnall, Chairman of the International association for the measurement and evaluation of communication, made the commitment at AMEC’s Global Summit in Bangkok. To understand how much support there is for the initiative, Mark Westaby, co-owner of Crescendo Consulting and Spectrum Insight has created a survey which we urge everyone to take https://www.surveymonkey.co.uk/r/BZ6YLYK. It’s short and addresses what I see is the biggest hypocracy of the industry, The fact that board members and sponsors of organizations like AMEC continue to offer AVEs to their clients
Bagnall announced the following initiatives to eradicate the invalid metric:
- Creation of a global online educational resource center to show why the metric is invalid
- All AMEC members to sign an undertaking that they will not provide AVEs by default to any client. Any client that requests AVE as a metric will receive standard educational material explaining why the metric is invalid and should not be used. They will be offered alternative metrics instead.
- Making further improvements to the Integrated Evaluation Framework to make it even easier to use, and choose replacement metrics
- Putting increased funding into AMEC’s Global Education Programme to educate PR and communications professionals in best practice measurement techniques
- Working with PR Award organisers around the world to introduce a zero-scoring policy if awards entries include AVEs as a metric. AMEC members will not provide an AVE as a metric for any award competition entry.
- Working closely with academics and PR practitioners to help them help AMEC kill off the demand for the metric which is sustaining it currently.