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Media Intelligence : MT Resource 2010
MediaTitles PB platforms: print, web and mobile,” she says. Steve Allen, Managing Director at Fusion Strategy, is another who believes that cross-media data is a must- have for planners and buyers. Allen applauds the Audit Bureaux of Australia’s (ABA’s) Masthead Report for delivering access to data describing all of a brand’s activities across multiple media. “ We believe the ABA’s Masthead Report is on the right track, it is the right direction to go in,” he says. “ The integrity, power, reach and value of the whole masthead will lend itself to consumers being happy to pay for content that is sourced from environments they trust.” Field agrees that accountability is critical. “ The world is so much more complex than it ever has been, so you need to be very confident in the numbers you are recommending to clients.” “Audited data is therefore important because having the third party stamp of approval of the numbers the publishers are giving means agencies can offer data that is verified and accurate, and calculated using the same counting methodology.” That methodology, she adds, is important not just for quality of data, but also because it gives publishers a template to follow to ensure they are giving themselves the best chance to report on their audience’s activities. “In the past, some people were missing out because they were not tagging their sites correctly, or were putting counting tags in different places. One methodology we can all follow means better data for everyone.” “Having transparent, independently verified figures at your finger tips means advertisers, agencies, planners and buyers can conduct proper due diligence and allocate budgets with real confidence.” – Heather Craven ABA – At A GlAnce Next time you need quality data about the media, this handy guide to the ABA’s activities will remind you where to turn! The Audit Bureaux of Australia offer many products that help media buyers to plan campaigns. These tools include: • Print Audits, which verifies the average sales for a paid publication (ABC) or the average distribution of a publication (CAB). • Email Newsletter Audits, a service that verifies the number of emails a media outlet successfully sends to readers. • Exhibition Audits. Calculated by collecting data about the number of ticketed attendees at an event, these reports verify how many people attend business and consumer exhibitions, and their demographics. • Web Audits. Web audits bring a level playing field to measurement of online media by ensuring publishers use standardised audience metrics and comply with the ABA’s measurement rules. • Digital Publication Audits, which verifies the number of downloads or unique views of a digital publication, reported monthly. Information about these services are available online, at www.auditbureau.org.au second year of auditing and this has been sustained,” says Ms. Williams. “There are a number of factors that have contributed to this success but certainly the circulation audit concludes all our efforts to ensure Australian Road Rider and Universal Magazines stand for quality.” Universal capped this success by participating in the ABA’s AdLift service, which is free to members. This involves a letter being issued by the ABA to advertisers, media planners and buyers to highlight the importance of working with audited titles. “Investing in audited titles is prudent at a time when there is so much scrutiny on spending decisions,” says Heather Craven of the ABA. “Having transparent, independently verified figures at your finger tips means advertisers, agencies, planners and buyers can conduct proper due diligence and allocate budgets with real confidence.” p50-55 abc_cab.indd 53 8/12/09 2:52:29 PM
2009 - 2010
MT Resource Guide 2011