Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world  Stuart Wilkinson,...
About BPA Worldwide <ul><li>Established 1931, USA </li></ul><ul><li>A founding member of IFABC </li></ul><ul><li>Tripartit...
What is an audit bureau? <ul><li>An independent audit bureau is a requisite for a credible and professional advertising in...
What is IFABC? <ul><li>The International Federation of Audit Bureaux of Circulations (IFABC) is a voluntary cooperative fe...
IFABC Audit organizations in the world: <ul><li>BPA Worldwide </li></ul><ul><li>Hong Kong ABC </li></ul><ul><li>ABC India ...
IFABC Members Active in Top 10 GDP Countries
Is there an international standard? <ul><li>There is no international standard. A constant dialogue towards harmonisation ...
How do audit standards develop? <ul><li>Tripartite Body of Publishers, Advertisers, Agencies </li></ul><ul><ul><li>Sometim...
BPA Worldwide  Example of an audit bureau’s development in multi-media landscape
BPA’s development is much like many of yours. As an industry association we reflect the trend. 1931 we were created to aud...
 
 
For 65 years that’s what we did!
We were one of the earliest IFABC members to measure websites (1996)
 
We started to join the dots: Integrated Audit (1997)
 
We introduced Magazine/Newspaper Print + Digital reporting (2001)
 
Digital Editions <ul><li>Digital edition of member magazines, journals and newspaper brands audited in BPA’s year ending J...
We advanced to Print / Interactive, powered by Nielsen - “An Inclusive Service” (2008)
LOGIN PAGE - SITECENSUS
SITECENSUS - CORE
EXECUTIVE SUMMARY - B-to-B   BREAKDOWN BY CHANNEL
DAILY BREAKOUT – PAGE IMPRESSION
 
 
BPA Interactive: <ul><li>611 member sites tagged </li></ul><ul><li>288 member sites reporting live data </li></ul><ul><li>...
Web Audits: Analytics are Not Audits <ul><li>Consider the negative effect of “undercounting”….. 250 sites studied 95% had ...
Web Audits – where are they going? <ul><li>Next generation audit solutions must provide the  WHO  to the WHAT. </li></ul><...
Qualified User? <ul><li>Advertiser Demand is Shifting </li></ul><ul><ul><li>From volume only, to clicks, to who is using t...
Survey - Overview <ul><li>Users continually tracked across sites </li></ul><ul><li>Understand survey response by site/cate...
Bizographics – What are they?! <ul><ul><li>Business demographic statistics on visitor activity across member websites. </l...
… but how do they know? <ul><li>Implicit Data: </li></ul><ul><li>Data drawn directly from the browser. </li></ul><ul><li>B...
We re-imagined our future with Brand Audit Reporting (2010)
 
 
 
 
 
 
 
And we are moving towards: Integrated Brand Reporting (2011….2014(?))
 
 
Brand Report, the aim:  <ul><li>To help a publisher demonstrate they can deliver their quality editorial content and produ...
Can you data prove how your multi-media brand can contribute by taking a qualified audience through a client’s marketing a...
Brand Audit <ul><li>To-date 13 released with integrated databases reporting net unique recipients. (6 repeats for a total ...
What the Brand Reports reveal: <ul><li>Thus far we note a 32% uplift in proven audience when measuring BRAND vs MAGAZINE o...
Conclusions:  <ul><li>We are shifting focus from a print-centric to a multi-platform service.  </li></ul><ul><li>We are of...
THANK YOU [email_address]
Upcoming SlideShare
Loading in …5
×

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

1,390 views

Published on

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
1,390
On SlideShare
0
From Embeds
0
Number of Embeds
206
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

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

    1. 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. 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. 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. 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. 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. 6. IFABC Members Active in Top 10 GDP Countries
    7. 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. 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. 9. BPA Worldwide Example of an audit bureau’s development in multi-media landscape
    10. 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. 13. For 65 years that’s what we did!
    12. 14. We were one of the earliest IFABC members to measure websites (1996)
    13. 16. We started to join the dots: Integrated Audit (1997)
    14. 18. We introduced Magazine/Newspaper Print + Digital reporting (2001)
    15. 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>
    16. 21. We advanced to Print / Interactive, powered by Nielsen - “An Inclusive Service” (2008)
    17. 22. LOGIN PAGE - SITECENSUS
    18. 23. SITECENSUS - CORE
    19. 24. EXECUTIVE SUMMARY - B-to-B BREAKDOWN BY CHANNEL
    20. 25. DAILY BREAKOUT – PAGE IMPRESSION
    21. 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>
    22. 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>
    23. 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>
    24. 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>
    25. 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
    26. 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:
    27. 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>
    28. 35. We re-imagined our future with Brand Audit Reporting (2010)
    29. 36.
    30. 44. And we are moving towards: Integrated Brand Reporting (2011….2014(?))
    31. 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>
    32. 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?
    33. 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>
    34. 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>
    35. 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>
    36. 52. THANK YOU [email_address]

    ×