ABA Web Audit Service Numbers You Can Trust June 2 2009
Background • May 1932 the Audit Bureau of Circulations was founded by the media industry to address the urgent need for transparency, accuracy and integrity of circulation numbers in print. • June 2009 our industry is faced with a similar need for transparency, accuracy and integrity of web traffic data. • Frustration, unease and confusion plague media buyers of online advertising • ABC and CAB Boards, (The Audit Bureaux of Australia) have responded to the need for an audited currency by launching a completely new service for the online media industry
The Process • ABC, CAB, MFA and AANA and other stakeholders came together to form a Digital Sub-Committee • The Sub-Committee determined a list of industry requirements and criteria that providers must meet • Web measurement providers were invited to participate • The Sub-Committee completed an extensive review of web measurement providers – both international and Australian • A partner was selected based on the ability to meet the requirements
Chosen Provider – Nielsen Online • Nielsen to provide both ABC and CAB (Audit Bureaux of Australia ‘ABA’) Members with a low-cost, exclusive access to Market Intelligence • ABA to service clients with under 4 million page impressions per month • ABA to become exclusive auditor of Nielsen services: – ABA to engage all members & Nielsen clients for audit services – ABA to audit Nielsen system
The New Online Landscape ABA – Industry Auditors MFA Web Measurement (Currency) Pre Buy IAB Post Buy Nielsen Tags Market Intelligence
ABA – Web Audit Service • What? Audit of usage and placement of web measurement tags and Nielsen system. • When? Full audit on joining followed by monthly audits • Who? Audits to be conducted by ABA’s qualified auditors
ABA – Numbers you can trust • Transaction data that is verified to industry owned standards • Standards that are defined by buyers and sellers and recognised as “currency” in the media industry • Key Web Metrics Being Reported Monthly: 1. 2. 3. 4. 5. Unique Browsers (How many people) Page Impressions (How many pages) Sessions (How many visits in total) Frequency (How often person) Duration (How long)
3 Layers of the ABA Web Audit Service 1. ABA e. Data portal: Member’s audited monthly website data listed alongside print circulation figures 2. Nielsen Online’s Market Intelligence: Member’s audited daily website data listed in competitive rankings 3. ABA 360° Auditing: Member’s overall digital measurement procedures are audited to ensure compliance with industry guidelines, policies and standards
Benefits of the ABA Web Audit Service • Numbers You Can Trust – Credible and comparable figures derived using proven measurement methodologies coupled with ABA’s independent auditing expertise • Print reported alongside Online – Audited print circulation data is published alongside audited website data on the ABA’s e. Data portal for ABC and CAB members • 360° Auditing – Digital measurement procedures are audited to ensure compliance with industry guidelines, policies and standards ensuring maximum credibility • Affordability and Visibility For Niche Sites – Special discounted rates for Publisher members with niche sites with audited members listed in Nielsen Online’s Market Intelligence service verified with an ABA logo • Supported by the MFA – encouraging advertisers to give preference to audited media giving publishers an advantage over unaudited sites
Audited Websites in Market Intelligence
What’s Next • Roll out ABA Web Audit Service across ABC and CAB Members • Explore audit services for other Digital Media including: – – Digital Publication download and access Radio and TV Smart phones and PDA’s Video • Consider a new Industry Group bringing together Publishers, Media Buyers, Advertisers, Associations and technology partners – JICWEBS Australia?
Launch Date? TODAY!!!! Thank You
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