ABA Web Audit Service Numbers You Can Trust June 2 2009.

ABA Web Audit ServiceNumbers 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 – 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. Unique Browsers (How many people)2. Page Impressions (How many pages)3. Sessions (How many visits in total)4. Frequency (How often per person)5. Duration (How long)

3 Layers of the ABA Web Audit Service1. ABA eData 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 eData 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