by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource 2010
Towell has introduced a new look and feel for the ABC and CAB, launching a high profile advertising campaign for the organisations whilst positioning both under “one brand to rule them all”, the new Audit Bureaux of Australia (ABA). In addition, the entire business of media auditing was taken online with lodgment of reporting figures to the ABC and CAB now possible using a powerful new web services interface. Behind this sits all of the eData services needed by advertisers, planners and buyers to assess the performance of media brands. Getting its own data online and web accessible was the first step toward making the work done under the auspices of the ABA relevant in the digital media age. “ We then focused on developing relevant audit services by working very closely with key industry figures and market partners.” The result was the Web Audit Service, a first-of-kind, industry agreed approach to auditing and verifying audience metrics for online environments. Developed in partnership with Nielsen and delivered by both the ABC and CAB, the service is casting a long shadow over wildly inaccurate reporting of web traffic to publishers’ websites. According to Towell the ABA’s Web Audit Service “sets a new benchmark for transparency because it doesn’t stop at the figures alone; it audits the technology that captures online traffic data as well. “ The ABA’s most recent roll out is the Masthead Report, a service designed to help advertisers, planners and buyers see at a glance the sum performance of all components for a media brand. Towell envisages this service will eventually roll up all independently verified data that covers any activity that a branded media franchise may undertake, be it print, online, events, downloads, applications or even games. He’s a man with a bold vision and a steady nerve. In the parochial and cloistered world of Australian media, Towell has been prepared to take a forthright stance with those that cannot explain why they don’t adhere to the most basic of auditing standards. The greatest challenge for the next 12 months will be bringing the major media groups on board with the new Web Audit Service. Currently there are 90 websites submitting their data for audit. As Towell puts it “the battle lines have been drawn up, advertising agencies are already demanding additional transparency and clarity across their digital media spend.” Having set a heady pace of change, Towell and his team are now challenged with sustaining it over the long term. Asked whether he feels there will soon come a time to sit back and consolidate on recent accomplishments, Towell is emphatic in his response saying“we can’t stand still. The changes to the media landscape are so sweeping and so rapid, it is our responsibility to stay abreast. The ABA is resolute in its stance that independently audited media is the only credible media, regardless of the channel through which it is delivered.” Media Auditing – the Future From here to accountability – a brief history of the ABA The ABA has been at the forefront of media measurement in Australia for nearly 80 years. Relive the organisation’s achievements with this timeline. 1932 – ABC launches in the same year as the Australian Broadcasting Commission (as it was then known) goes to air for the first time. Sydney Harbour Bridge opens. 1957 – CAB distribution audits commence. Jorn Utzon’s Opera House design wins competition. Slim Dusty’s “Pub With No Beer” goes gold. 1994 – ABC adopts calendar year reporting,.Alexander Downer becomes leader of the opposition. Australia adopts eight-digit phone numbers. 1995 – Exhibition audit service launched. John Howard becomes leader of the opposition. Telecom Australia rebrands as “Telstra” 2002 – Email newsletter auditing service launched. The first Bali bombings. Kath & Kim debuts. 2005 – CAB digital edition reporting introduced. Schapelle Corby convicted. Cronulla riots 2006 – ABC quarterly reporting with comprehensive breakdown of sales by type introduced. WorkChoices enacted. Kevin Rudd becomes leader of the opposition. 2008 – ABA launched. Barack Obama elected as US President, Beijing Olympics held. 2009 – New CAB print audits debut, featuring additional reporting, breakdown of bulk distribution. Digital publication audits launch. Australia escapes the global financial crisis without entering a “technical recession. ” MediaTitles 56 p50-55 abc_cab.indd 55 8/12/09 2:52:31 PM
2009 - 2010
MT Resource Guide 2011