Miami Beach, Fla.—Peter Naylor officially kicked off his tenure as chairman of the Interactive Advertising Bureau Sunday with a call for better metrics to demonstrate the value of digital advertising.

Naylor, exec VP-digital media sales at NBCUniversal, said in his opening address at the IAB Annual Leadership meeting here that the digital advertising industry needs to combat what he termed “complexity creep.”

“Our products are complicated and our processes are complex,” he said. “The higher the complexity, the lower the confidence marketers have investing in digital media.”

The IAB is pushing for the creation and adoption of better metrics through its Making Measurement Make Sense initiative in partnership with the American Association of Advertising Agencies and the Association of National Advertisers.

The theme of the fifth IAB Annual Leadership Meeting is “Beyond time and space,” and Naylor noted how technology and the rise of social media have enabled marketers and media to move beyond the traditional approach to buying advertising.

“All media and advertising has to move beyond time and space or risk being left behind,” Naylor said. NBCUniversal has done this, he said, by embracing the concept of “social TV” in a multiscreen world.

“Social TV takes the best of television and marries it to the best of social media,” he said.

Naylor, who had served as IAB vice chairman during the past year, succeeded Bob Carrigan, CEO of IDG Communications, as the group's chairman.

Randy Kilgore, chief revenue officer at Tremor Video, succeeds Naylor as IAB vice chairman.

This year's IAB meeting, which runs through Tuesday, has attracted a record attendance of more than 850 people.