The Australian Association of National Advertisers (AANA) has released a "Christmas Wish List" topped by a desire to end auto-refreshing by online publishers in 2011.
The AANA list outlined its member advertisers hopes to see an end of the auto-refresh practice in Australia, which the AANA claims is among the last developed countries to abandon the practice.
Following this is a wish for better quality data on audience numbers during TV adbreaks.
The AANA claims the new metric for television audience reporting, which was introduced with the advent of digital recording devices and tracking of time-shifted viewing, is not picking up data on changes to audience viewing patterns during adbreaks.
Other wishes include; a replacement for the diary system for radio, a more reliable readership metric, issue specific reporting in print; transparency in agency remuneration; improvements to the accuracy of data on ad spend; acceptance of online behavioural advertising; greater effectiveness and accountability; and better auditing systems and practices.
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