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Sherrill Mane

Member since November 2007 Contact Sherrill

  • SVP Industry Services Internet Advertising Bureau
  • 116 East 27th Street 7th floor
  • New York New York
  • 10016 USA

Articles by Sherrill All articles by Sherrill

  • Pret-A-Mesure (Ready To Measure) in Metrics Insider on 09/11/2014

    It is Fashion Week in New York City. And, to coincide with this whirlwind marketplace of fashion, the IAB Mobile Marketing Center of Excellence just released "Fashion on Phones: Mobile Readiness of the Women's Wear Daily Top 100 Brands." Stunningly, the research found that a full 17% of the top 100 fashion brands do not have a mobile-optimized website. That 17% includes brands that regularly grace the pages of Vogue and Elle, such as Versace and DKNY, as well as those that are mainstays of fashion, like American Apparel, Reebok and Danskin.

  • Getting Clear On Viewability in Metrics Insider on 08/07/2014

    The IAB hosts a Making Measurement Make Sense (3MS) educational forum once a month in order to foster knowledge-sharing about measurement change and support the implementation of viewability. These sessions have been well attended and have helped many come up to speed on the massive transition that arrived once the Media Ratings Council (MRC) gave the green light to transact on viewable. Still, despite a plethora of educational sessions, an in-depth 3MS website including a comprehensive FAQ section, copious amounts of press coverage and more, a steady drumbeat of concerns and questions in the marketplace seems to persist.

  • Video Viewability: What You Don't Know in Metrics Insider on 07/08/2014

    We've reached another milestone in revolutionizing the measurement of digital ads. On June 30, the Media Rating Council's (MRC) gating period for transacting on accredited measures of video viewability ended, ushering in an era of new transactional currency. The new era may be underway, but it is still early enough that some are still in need of the basics.

  • Hearing Viewability in Metrics Insider on 06/12/2014

    June 30 is almost here. That date is the next milestone in the transition to viewable currency. It is the day when the Media Rating Council (MRC)'s gating period for video viewability measurement ends - and trading against video viewability, as measured by accredited vendors, can begin. June 30 is also the close of the first round of refinements to display viewability measurements based on the MRC Reconciliation Study.

  • So Close, You Can Almost See It: Viewability in Metrics Insider on 03/19/2014

    Digital advertising currency is on the threshold of a major transformation. The first big ecosystem-wide milestone for the Making Measurement Make Sense (3MS) initiative is almost upon us: the Media Rating Council (MRC) will soon be lifting its advisory to green-light viewable impressions as the currency for brand advertising transactions. The expected date is March 31.

  • What's Next: Viewability, Reach, Engagement And Brand Marketing in Metrics Insider on 02/20/2014

    When the ANA, the 4A's and the IAB came together to create the Making Measurement Make Sense initiative (3MS), we knew we would accelerate marketers' ability to use digital media to build brands along with legacy media. We knew that digital measurement needed to work in a cross-platform world. In addition, 3MS has to give brands the tools for the right allocations of media for an individual brand at a particular moment in its evolution.

  • Exploring What Consumers Say About Digital Content Brands in Metrics Insider on 01/22/2014

    Digital media has been at the forefront of consumers' lives for some time now. We in marketing and media struggle with the challenges of measuring users, and how much and when digital media is being consumed, in order to measure the full media diet. Rarely do we collectively explore what content brands mean in today's constantly changing media landscape. We have not yet mapped the site content "brandscape," nor have we mined its value to advertisers. The IAB explored the contours of the consumer experience with content on sites belonging to media brands that originated in the analog world, as well as on sites born in the digital age.

  • Higher-Level Thinking in Metrics Insider on 10/03/2013

    In all the talk of managing big data, one rarely hears about the skills needed to determine the quality of data necessary for the decision-making at hand, necessary to interpret what the data really mean and integrate findings into the larger business strategy and purpose. Integrating findings refers to using media and marketing research and data to enrich strategy. It also means using the tools wisely enough to find the new business possibilities that emerge from the findings. I ask that you consider the art of the science: a higher level of thinking.

  • Seeing Viewability Clearly in Metrics Insider on 08/19/2013

    As the ecosystem continues to transition to a viewable display advertising currency and dives deeply into the nuances of digital video viewability, the prodigious efforts many companies and individuals have made to further these goals are more and more visible. The Media Ratings Council (MRC), Association of National Advertisers (ANA), American Association of Advertising Agencies (4A's) and Interactive Advertising Bureau (IAB) have been publishing materials and producing webinars and Town Halls, and even launched a comprehensive site devoted to Making Measurement Make Sense (3MS), to get industry stakeholders prepared for the dramatic shift that is nearly upon us.

  • The Sun, The Store, The Internet, & Thinking Like Retailers in Metrics Insider on 07/24/2013

    Thinking seasonally this summer, the IAB recently released a study on the path to purchase of skincare products and suntan lotion. In partnership with Prosper Insights and Analytics, we found that summer suncare shopping has far more to tell us about how the digital age is opening up opportunities for CPG marketers and retailers than one might think.

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