Your SlideShare is downloading. ×
0
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Stuart Wilkinson - Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world

1,080

Published on

This speech was given at the eZ Conference 2011. …

This speech was given at the eZ Conference 2011.

More details : http://london2011.ez.no

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,080
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 1995/1996 commenced auditing websites via log-file analysis Up to dot.com crash BPA audit up to 200 sites Post dot.com crash BPA Interactive did not regain traction. Log file analysis “slow” and “trusted” tag-based measurement tools available increasingly in market. BPA Interactive cost @ £2-4k per month’ audit was a limiting factor too.
  • Transcript

    • 1. Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world Stuart Wilkinson, MD EMEA, BPA Worldwide [email_address]
    • 2. About BPA Worldwide <ul><li>Established 1931, USA </li></ul><ul><li>A founding member of IFABC </li></ul><ul><li>Tripartite & Not-for-profit </li></ul><ul><li>Regional Advisory Boards & Technical Committees </li></ul><ul><li>Global: 30+ countries. Offices in US, Canada, UK, UAE, China. 120+ staff </li></ul><ul><li>2000 “Brand” members, 2700+ media channels audited annually </li></ul><ul><li>2500+ client/agency members </li></ul><ul><li>36% of members outside the USA </li></ul><ul><li>>50% new member applications are non-US </li></ul>
    • 3. What is an audit bureau? <ul><li>An independent audit bureau is a requisite for a credible and professional advertising industry. It also establishes a nation as a genuine and believable participant in the world of international advertising. </li></ul><ul><li>Develop standards and procedures for reporting volume and categories of media distribution </li></ul><ul><li>Verification </li></ul><ul><li>Information Centre </li></ul><ul><li>Improve the data gathering and reporting practices of the media industry </li></ul>
    • 4. What is IFABC? <ul><li>The International Federation of Audit Bureaux of Circulations (IFABC) is a voluntary cooperative federation of industry-sponsored organizations established in nations throughout the world to verify and report facts about the circulations of publications and related data. </li></ul>
    • 5. IFABC Audit organizations in the world: <ul><li>BPA Worldwide </li></ul><ul><li>Hong Kong ABC </li></ul><ul><li>ABC India </li></ul><ul><li>ABC Japan </li></ul><ul><li>ABC Korea </li></ul><ul><li>ABC Malaysia </li></ul><ul><li>MCS Singapore </li></ul><ul><li>ABC Taipei </li></ul><ul><li>SPAC </li></ul><ul><li>BPA Worldwide </li></ul><ul><li>OAK Austria </li></ul><ul><li>CIM Belgium </li></ul><ul><li>O БTБ Bulgaria </li></ul><ul><li>ABC CzRep </li></ul><ul><li>DO Denmark </li></ul><ul><li>LT Finland </li></ul><ul><li>OJD France </li></ul><ul><li>I VW Germany </li></ul><ul><li>Matesz Hungary </li></ul><ul><li>CSST Italy </li></ul><ul><li>HOI Holland </li></ul><ul><li>BPA Worldwide </li></ul><ul><li>ABC US & Canada </li></ul><ul><li>CAC USA </li></ul><ul><li>IVM Mexico </li></ul><ul><li>ABC Australia </li></ul><ul><li>NZ ABC </li></ul><ul><li>IVC Argentina </li></ul><ul><li>IVC Brazil </li></ul><ul><li>MK Norway </li></ul><ul><li>ZKDP Poland </li></ul><ul><li>APCT Portugal </li></ul><ul><li>BRAT Romania </li></ul><ul><li>NCS Russia </li></ul><ul><li>ABC Serbia </li></ul><ul><li>OJD Spain </li></ul><ul><li>TS Sweden </li></ul><ul><li>WEMF Switz </li></ul><ul><li>ABC UK </li></ul>
    • 6. IFABC Members Active in Top 10 GDP Countries
    • 7. Is there an international standard? <ul><li>There is no international standard. A constant dialogue towards harmonisation exists, however. </li></ul><ul><li>Reasons for no single standard include: </li></ul><ul><ul><li>Legacy rules </li></ul></ul><ul><ul><li>Local taxation and subsidies laws </li></ul></ul><ul><ul><li>Remits restricted to print only (ie not digital) </li></ul></ul><ul><ul><li>Operational infrastructure of audit system </li></ul></ul><ul><ul><li>Sophistication of Market to use complex data </li></ul></ul><ul><ul><li>Monopolisation of publishing practices / principles or service providers </li></ul></ul><ul><ul><li>Culture of transparency </li></ul></ul><ul><ul><li>Etc…… </li></ul></ul>
    • 8. How do audit standards develop? <ul><li>Tripartite Body of Publishers, Advertisers, Agencies </li></ul><ul><ul><li>Sometimes includes national associations </li></ul></ul><ul><ul><li>Majority voting by advertisers/agencies or publishers </li></ul></ul><ul><ul><li>Rules develop by industry consensus </li></ul></ul><ul><ul><li>Rules are not fixed, they evolve as media evolves and can react to change </li></ul></ul><ul><ul><li>IFABC members share experience </li></ul></ul>
    • 9. BPA Worldwide Example of an audit bureau’s development in multi-media landscape
    • 10. BPA’s development is much like many of yours. As an industry association we reflect the trend. 1931 we were created to audit distribution of:
    • 11.  
    • 12.  
    • 13. For 65 years that’s what we did!
    • 14. We were one of the earliest IFABC members to measure websites (1996)
    • 15.  
    • 16. We started to join the dots: Integrated Audit (1997)
    • 17.  
    • 18. We introduced Magazine/Newspaper Print + Digital reporting (2001)
    • 19.  
    • 20. Digital Editions <ul><li>Digital edition of member magazines, journals and newspaper brands audited in BPA’s year ending June 2011: </li></ul><ul><li>550 </li></ul>
    • 21. We advanced to Print / Interactive, powered by Nielsen - “An Inclusive Service” (2008)
    • 22. LOGIN PAGE - SITECENSUS
    • 23. SITECENSUS - CORE
    • 24. EXECUTIVE SUMMARY - B-to-B BREAKDOWN BY CHANNEL
    • 25. DAILY BREAKOUT – PAGE IMPRESSION
    • 26.  
    • 27.  
    • 28. BPA Interactive: <ul><li>611 member sites tagged </li></ul><ul><li>288 member sites reporting live data </li></ul><ul><li>2,264 registered media buyer users </li></ul>
    • 29. Web Audits: Analytics are Not Audits <ul><li>Consider the negative effect of “undercounting”….. 250 sites studied 95% had not tagged every page and of those 20% of pages were untagged. </li></ul><ul><li>Consider the threat of “traffic generators” that artificially boost traffic but in irrelevant markets to your brand. </li></ul><ul><li>Are the web team held to the same level of internal account as the circ team always were? </li></ul><ul><li>Is there a level playing field in this medium? </li></ul>
    • 30. Web Audits – where are they going? <ul><li>Next generation audit solutions must provide the WHO to the WHAT. </li></ul><ul><li>It must do so by demographic and market sector in a comparable way. </li></ul><ul><li>Options include data-driven analytics like BIZOGRAPHICS or survey techniques such as Nielsen’s Market Intelligence. </li></ul><ul><li>In addition Systems Certifying of Ad Servers and other back office technologies will grow. </li></ul><ul><li>See more on bpaww.com/interactive </li></ul>
    • 31. Qualified User? <ul><li>Advertiser Demand is Shifting </li></ul><ul><ul><li>From volume only, to clicks, to who is using the site </li></ul></ul><ul><li>Demographic quality is imperative. </li></ul><ul><li>Next generation audit solutions must provide the WHO to the WHAT. </li></ul><ul><li>It must do so by market sector in a comparable way. </li></ul>
    • 32. Survey - Overview <ul><li>Users continually tracked across sites </li></ul><ul><li>Understand survey response by site/categories </li></ul><ul><li>Build a custom user profile </li></ul>Invisible tag + Site Analytics Invisible tag Automatic Matching Survey
    • 33. Bizographics – What are they?! <ul><ul><li>Business demographic statistics on visitor activity across member websites. </li></ul></ul>Industry Job Function Seniority Company Size Geographic Location Education Gender They cover several informational dimensions:
    • 34. … but how do they know? <ul><li>Implicit Data: </li></ul><ul><li>Data drawn directly from the browser. </li></ul><ul><li>Biggest pool of sources, but limited usefulness. </li></ul><ul><li>Explicit Data: </li></ul><ul><li>Information provided by member sites called Data Providers. </li></ul><ul><li>Smaller pool, but the most valuable, quality information. </li></ul><ul><li>Default Data: </li></ul><ul><li>Defaults set for sites with homogeneous visitor population. </li></ul><ul><li>Raises the question of certainty, but they are tested first to be sure. </li></ul>
    • 35. We re-imagined our future with Brand Audit Reporting (2010)
    • 36.
    • 37.  
    • 38.  
    • 39.  
    • 40.  
    • 41.  
    • 42.  
    • 43.  
    • 44. And we are moving towards: Integrated Brand Reporting (2011….2014(?))
    • 45.  
    • 46.  
    • 47. Brand Report, the aim: <ul><li>To help a publisher demonstrate they can deliver their quality editorial content and productions at different times, in different volumes and across different channels that correspond to the marketer’s objectives. </li></ul>
    • 48. Can you data prove how your multi-media brand can contribute by taking a qualified audience through a client’s marketing and sales communications programme?
    • 49. Brand Audit <ul><li>To-date 13 released with integrated databases reporting net unique recipients. (6 repeats for a total of 19) </li></ul><ul><li>In addition, 2 released based on gross recipients only. </li></ul><ul><li>What were 15 members of BPA have become 80 channels of media we are measuring. </li></ul><ul><li>We are seeing 5 channels on average per brand. </li></ul><ul><li>An additional 5 are in progress representing 48 channels. </li></ul>
    • 50. What the Brand Reports reveal: <ul><li>Thus far we note a 32% uplift in proven audience when measuring BRAND vs MAGAZINE only. </li></ul><ul><li>Prior to the Brand Audit publisher had no authoritative independent way to prove their impact in their community. </li></ul>
    • 51. Conclusions: <ul><li>We are shifting focus from a print-centric to a multi-platform service. </li></ul><ul><li>We are offering an expanded range of services to our existing member bases. </li></ul><ul><li>We will continue to increase the demand for good measurement data. </li></ul><ul><li>We are broadening our offerings to address marketers’ continued demand for more accountability. </li></ul>
    • 52. THANK YOU [email_address]

    ×