Today I have signed up my company as an official supporter of AMEC’s initiative to eradicate the use of Advertising Value Equivalency or AVE.
In short, it means that I pledge to not use AVE in any work I do for clients nor provide AVE as a form of measurement.
In contrast, I commit to help counsel clients that express an interest in Advertising Value Equivalency and to guide them towards better, relevant alternative metrics instead.
I also commit to educating the market in general about why AVE is invalid and to suggest ways to move on to better measurement.
If you have not already read them, I strongly suggest that you take a quick look at AMEC’s 22 reasons why AVE is invalid. They should provide you with all the arguments you will need to stop using it in your organisation. And if not, you are more than welcome to contact me and I will try and help you.