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Media Intelligence : MT Resource Guide 2012
What are the key challenges for your members in the UK? All the talk at the moment is about how companies with really successful brands that traditionally use print are reaching their audience through digital platforms and how they monetise that successfully. There are competing models, which means the granular data that an ABC audit provides is increasingly important for advertisers in their decision making. The other big challenge for advertisers is making sure that online adverts end up in appropriate places. They want reassurance that digital ad trading processes are reliable and that their ad isn’t going to end up next to inappropriate or brand conflicting content. How is your market changing? As the world gets faster and more competitive, this changes how we consume media and ad trading is changing too. Consumers can, and do, choose to access content from multiple devices – their laptop, mobile or tablet. They move around and choose to access content in multiple locations - work, home, on the move. They choose to engage with that content in different ways – via social media, search engines, by subscribing to it. The variables can seem almost endless. That means that we will find it harder to certify what media buyers are buying at a detailed level. Fragmentation is at the heart of it. What you are buying is getting smaller and smaller. For example, in print you would buy an ad on page five of The Herald and you would buy it for the run of The Herald today. Now flip back to digital, you can, in almost real time, serve individual banners on a page using behavioural targeting. And the online ad buying process is shifting towards using automated decision- making which is having a big impact for our members. Can you tell me more about your new cookie audit service? Cookies allow the media buyer to understand the history of that user. On a website, you might only buy 10 ads that are placed in front of people who’ve demonstrated through cookie tracking that they like something specific, for example the sport badmington. An EU Directive on cookies, effective in the UK from 26 May 2011, puts a new compliance burden on website owners, including owners of sites delivered by third parties. We are working in partnership with Cookie Reports Limited to help our members work towards compliance with the EU’s new online privacy law by understanding how many cookies are set to browsers accessing their sites. What is the role of the Internet Technical Group that ABC runs? At the moment the Internet Technical Group is discussing the best way the ABC can help trading in social media. At a basic level you can add to the certificate the number of likes on your Facebook page. That’s just the beginning of the journey. How is the role of the ABC changing? In our industry, organisations which are innovative and keep step with the pace of change are still very successful. Others are finding it much more difficult to evolve. If you think back, why you had an ABC in the first place in 1931, it was because the advertisers wanted somebody to challenge what the media owners were saying about circulation data so they could trust them when buying advertising space. This is the same reason ABC is necessary today, but it’s more than just trusted data that we are able to provide. The new process audits mean advertisers have increased trust in the ad placement processes. As long as ABC listens to where the industry needs that trust, the ABC has a role to play. At the moment a big chunk of that is in the processes and behaviours. Media audits in the UK are increasingly about processes, as opposed to numbers, according to ABC UK’s group executive director of communications and innovation Richard Foan. Online advertising accounted for 28% of the UK’s adspend in April 2012.* Advertising on the internet increased by 14.4% to a new high of £4,784 million in 2011.* GroupM predicts internet adspend in the UK will jump 11% over 2012, boosted by the Olympics.* Advertising on mobile devices in the UK grew by 157% in 2011 to £203m.^ Fast Facts about the uK online advertising marKet: Source: * 2011 Online Adspend Full Year Results (IAB); ^ IAB/PWC Mobile Adspend Report MediaTitles 65 ABA Process Not Numbers p65 abaFea_Interv_UK.indd 65 13/6/12 4:21:23 PM
Media Trends+Strategy 2012
MT Resource Guide 2013