19 December 2011: The Audit Bureaux of Australia (ABA) has launched an innovative online tool that allows advertisers, media buyers and business owners to quickly check a publication’s audited circulation data, to help advertisers make safe and informed decisions when purchasing media ads.
Delivering on the ABA’s commitment to make its data more accessible to advertisers, the ABA Quick Find tool allows users to search for the circulation and distribution data of more than 1,200 publications audited by the Audit Bureau of Circulations (ABC) and Circulations Audit Board (CAB).
The tool, which allows users to check if a publication really exists and is audited in a matter of seconds, is also designed to protect advertisers from media scams and misdirected campaigns.
The ABA estimates Australian businesses are losing more than $29 million each year as a result of media scammers, with small and medium businesses bearing the brunt of the losses.
More than 150 ‘fake’ publications are estimated to have been operating in Australia in the past year alone, tricking businesses into paying fake invoices and spending money on advertisements that never reach their intended audience.
CEO Paul Dovas said the mobile website, which is optimised for use on tablets and smart phones, was one way for advertisers, media buyers and business owners to safeguard themselves against scammers.
“Choosing audited media is essential towards protecting your ad spend. The ABA Quick Find tool will arm advertisers with information to help them make better informed choices and avoid scams,” said Dovas. “This is at the heart of the drive for greater accountability. The ABA has 1,200 publications committed to the process of accountability and transparency, and advertisers have every reason to question those who are not.”
To coincide with the launch of the Quick Find tool, the ABA has also established a Facebook page for advertisers, media buyers and business owners to share and receive information related to protecting their advertising spend.
The Ad Spend Protection Club page provides the latest information and advice on audited media, media scams and misdirected campaigns and news from the ABC and CAB.
People can access the ABA Quick Find tool at www.abaquickfind.org.au and visit the Ad Spend Protection Club’s Facebook page at www.facebook.com/adspendprotectionclub
Those who ‘like’ the Facebook page before 23 December have the chance to enter a competition to win a $100 iTunes Gift Card.
ABOUT ABA
The Audit Bureaux of Australia is comprised of the Audit Bureau of Circulations (ABC) and the Circulations Audit Board (CAB). A not-for-profit industry organisation, it provides advertisers, marketers and media buyers with verified distribution data across a range of media formats. Further information: www.auditbureau.org.au
NEWSPAPERS EMBRACE NEW RULES FOR REPORTING DAY-OF-WEEK SALES
11 November 2011: The Australian, the Daily Telegraph and the Herald Sun together with APN News & Media’s entire stable of regional daily newspapers are among the major newspapers that have begun voluntarily reporting their average sales numbers for each day of the week, the Audit Bureau of Circulations (ABC) announced today.
A total of 22 newspapers have reported average day-of-week sales data for Monday through Friday for the period-ended September 2011. It follows the introduction of new print rules for the ABC on 1 July 2011.
Day-of-week reporting will become compulsory for national, metropolitan daily and regional daily newspapers (with a circulation over 25,000) from 1 January, 2012.
ABC chief executive, Paul Dovas said “this is the first time day-of-week sales data had been reported and was the result of a comprehensive industry-led review of the reporting of average net paid sales and its associated categories.”
“The ABC’s publisher members are to be congratulated for their commitment to the audit process and more frequent reporting,” said Dovas.
The review of the rules was launched at the ABC’s AGM in October 2010 to meet media buyer and advertiser requests for greater transparency and more granular reporting for print media.
Previously Monday to Friday sales data had been released as an average of aggregated sales for each quarter, while average sales figures for Saturday and Sunday editions were published.
Other metropolitan newspapers that have been voluntarily releasing average day-of-week sales ahead of the 30 December deadline include the Advertiser in Adelaide, the Mercury in Hobart and The Courier Mail in Brisbane.
Regional daily newspapers that have embraced the new reporting rules include The Cairns Post, The Geelong Advertiser, Gold Coast Bulletin and 13 newspapers in the APN News & Media portfolio.
"We are absolutely delighted that from the first audit period a number of publishers have taken advantage of the opportunity to report more frequently and, as more publishers adjust their systems, we will see more titles reporting. Of course, all newspapers in the categories of National, Metropolitan Newspapers and Regional Daily Newspapers (with a circulation over 25,000), will report from 1 January, 2012,” said ABC chairman Dr Stephen Hollings.
"We would also expect more instances of other types of Voluntary Reporting to occur as publishers put in place systems and opportunities arise."
Other significant changes under the new rules include a tightening of the definitions around education sales, with the education sales category replaced by separate categories for school sales and tertiary education subscription sales, and the separation of accommodation and hotel sales into two different categories.
For the first time all category data will be reported as whole numbers and regional daily newspapers have introduced reporting of a Monday to Friday average in line with metropolitan newspaper reporting.
This week’s announcement comes on the back of the ABC’s AGM on 4 November which saw Hollings reappointed as ABC Chairman, a position he has held since 2002.
To view the list of the General Committee for 2011-2012 visit: http://www.auditbureau.org.au/board_abc_general_committee.php
ABOUT ABA
The Audit Bureaux of Australia is comprised of the Audit Bureau of Circulations (ABC) and the Circulations Audit Board (CAB). A not-for-profit industry organisation, it provides advertisers, marketers and media buyers with verified distribution data across a range of media formats. Further information: www.auditbureau.org.au
CAB Elects Advertising Agency Representive To Lead New Board
7 October 2011: The Circulations Audit Board (CAB) highlighted the importance of the protection of advertisers and media buyers with the return of an advertising agency representative as President at the CAB’s annual general meeting held in Sydney on Thursday October 6, 2011.
Harley Slatter of Slatter and Partners was elected to replace long-serving President Rob Yeomans of Creative Head Media (formerly Rank Publishing), who is leaving the CAB after 20 years on the board, serving as President for the last 10 years.
The AGM represented a true changing of the guard, with Adrian Farrow of Westwick-Farrow Media also stepping down as vice-president and John Engisch of Torch Publishing departing from his role as treasurer and director after successfully steering the CAB’s finances over the past year.
As the new President, Slatter said he was keen to further increase support for the CAB within the advertising and marketing agency community.
“The CAB has grown and developed to become an important provider to media over the past decade and I look forward to taking our message out to the wider advertising and marketing audience. It’s been a pleasure to have worked with Rob Yeomans, who’s been a great leader for the past 10 years, and I look forward to building on the board’s good work and strong leadership,” said Slatter.
The addition of four new board members with strong digital backgrounds ensures CAB’s digital focus continues. The new-look board includes Davy Adams from IDG Communications, Jeremy Vaughan from Haymarket Media, both representing business, professional and specialty publications; Richard Lindley from Realview; representing advertisers and Shane Bill from APN News and Media, representing community newspapers – members with a strong background in digital media.
IDG Communications and Haymarket Media have been actively involved in the ABA’s Digital Watchdog Committee and ABC’s Digital Sub-Committee, while Lindley’s Realview has executed digital editions for leading newspapers and magazines in Australia. APN Newspapers have also been active on the ABC’s Digital Sub-Committee.
The Board elected Leading Edge Telecoms’s Michael Tate as vice-president, while Davy Adams has taken on the role of treasurer.
CAB chief executive officer, Paul Dovas thanked the outgoing board members for their valuable contribution to the CAB and welcomed the new board members, noting that “the new Directors maintain the long-standing tradition of a CAB Board with diverse experience and knowledge, which is vital in today’s rapidly evolving industry”.
Dovas said: “The CAB’s Board has always been active and engaged and we look forward to continuing to develop projects and services over the next 12 months.”
The CAB Board for 2011-2012
ADVERTISERS:
John Lewis Insurance Australia Group
Richard Lindley Realview Technologies Pty Ltd
Alun Probert Department of Premier & Cabinet, NSW Government
Michael Tate Leading Edge Group
ADVERTISING AGENCIES:
Carol Morris Media Federation of Australia
Chris O’Keefe Initiative, Perth
Harley Slatter Slatter & Partners
MEDIA MEMBERS:
Davy Adams IDG Communications Pty Ltd
Jeremy Vaughan Haymarket Media
Shane Bill APN News and Media
Catherine Woodside News Limited
EXHIBTIONS:
Matthew Pearce Diversified Exhibitions Australia
ABOUT THE CAB
The CAB is a not-for-profit industry organisation that provides advertisers, marketers and media buyers with verified distribution data across a range of media formats. Further information: www.auditbureau.org.au
CAB Calls on Advertisers to ‘Count On Us’ in new Advertising Campaign
5 August 2011: The Circulations Audit Board has launched its biggest-ever awareness campaign to promote the importance of audited media with the support of CAB members through the roll out of ads across over 800 CAB audited print publications in September.
A series of ads produced by creative agency One For All, promoting the importance of CAB audited data to advertisers will appear in leading trade titles in the next couple of months and circulated to over 800 CAB publisher members for inclusion in their September and October issues. These will be followed by the release of ads in November that allows publications to promote their new audited figure within the ad itself.
Online campaigns are also being developed and will be distributed to digital audit members over the coming weeks.
CAB chief executive Paul Dovas called on CAB members to get involved in the campaign and promote their accountability to the market and the protection audited media provides advertisers.
“The main purpose of this campaign is to bring awareness to advertisers and their agencies about the value of audited media and to always lookout for CAB audited titles. You wouldn’t hire an employee without checking their references – buying advertising should be viewed in the same way – no audit, no spend.
“We encourage all our members to use these ads to promote all the great work they do to prove their credibility and show they are committed to providing trustworthy numbers to their advertisers.”
CAB president Rob Yeomans said the organisation is working hard to ensure the advertisers are aware of the importance of audited data. Yeomans said: “In light of the millions lost through media scams each year, it is more important than ever to get the message out about audited media.”
The CAB conservatively estimates that over $29m is lost through media scams each year, based on complaints received from businesses who have been the victims of media scammers.
In the past year alone, more than 150 ‘fake’ publications are estimated to have been operating in Australia, tricking businesses into spending money on advertisements that never reach their intended audience, and paying fake invoices.
A searchable mobile website has been created called “ABA Quick Data” that can be used to access masthead reports of CAB member titles quickly and while on the move. The mobile website will allow advertisers to check if a title exists, is audited by the CAB and its Average Net Distribution figure. An “ABA Quick Data” app is also in development.
The mobile site can be accessed at www.auditbureau.org.au/mobile
28 July 2011: The Circulations Audit Board’s inaugural Accountability in Ad Spend conference brought together its community of media buyers, print and digital publishers to discuss sex, auditing and macarons with roaring success this month.
Keynote speaker Nick Keenan, head of non-broadcast at MediaCom opened the day with a presentation detailing why accountability matters to media buyers and advertisers. His presentation covered the role econometrics plays for media agencies and how metrics have become increasingly important to their decision-making process in a crowded media landscape.
Dr Clio Cresswell, author of Mathematics and Sex and senior lecturer at the University of Sydney gave the second keynote session of the day. Her presentation Numbers, Auditing and Sex shone light on how numbers are interpreted through the study of patterns and provided some practical examples of the “12 Bonk Rule” to the delight of delegates.
Other speakers included Canterbury Bankstown, Bulldogs RLFC chief executive Todd Greenberg who discussed the challenges he has faced in rebuilding the Bulldogs brand over the past few years and gave insightful examples which could be applied to the publishing industry. His experiences of working with, and passion for the Camp Quality charity proved particularly moving for delegates.
The packed day also included extremely insightful sessions from speakers Alex Burke, managing director of TigerSpike; Adam Hobson, president of IASH Australia; Don Jones from NSW Fair Trading; Geoff Hird, chairman Publishers Australia, and Peter Cornelius, managing director of media at Nielsen.
Australia Post sponsored the networking drinks that followed the event where delegates heard patissier and macaron extraordinaire from MasterChef fame Adriano Zumbo talk about his rise to fame. Delegates were able to take away their own CAB-themed strawberry macaron as a sweet finish to a packed day.
The CAB has received lots of positive feedback about the conference and is currently exploring it as a continuing event.
CAB chief executive Paul Dovas thanks speakers, delegates and sponsors for a great day.
Dovas said: “It’s great to see so many people working together and sharing ideas as a community. We’d especially like to thank our sponsors Australia Post, Cyberdesign Works, Realview, UBF, AdNews and eroomcreative for their support of our inaugural conference. We are looking forward to next year to continue the discussion about accountability.”
Speaker presentations will be made available over the coming weeks. Please visit the conference website at http://www.auditbureau.org.au/conference for more information.
Parties interested in sponsoring next year’s event should contact CAB director of marketing Heather Craven at heather.craven@auditbureau.org.au
Macaron Maestro Joins Diverse Speaker Line-Up for CAB Conference
18 July 2011: Macaron maestro and MasterChef Australia star Adriano Zumbo will speak candidly about his meteoric rise through the culinary ranks and share a few tasty treats with advertisers, marketers, media buyers and publishing professionals this week at the Circulation Audit Board’s (CAB) Accountability in Ad Spend conference.
The man, dubbed “Australia’s most effective croquembouche salesman”, will be the special guest at the conference’s closing networking drinks at the Sydney Hilton on 21 July.
Zumbo joins a diverse line-up of speakers for the CAB’s inaugural one-day conference, including author and mathematician Clio Cresswell and Bulldogs CEO Todd Greenberg.
The Balmain patissier, who has helped introduce macarons to Australia’s kitchen tables through his acclaimed café in Rozelle and regular appearances on Channel 10’s hit MasterChef Australia, will serve a sampling of his famous creations and take questions from delegates at the conference.
“Adriano has become a virtual household name in his pursuit to ‘caramelise the nation’ and his appearance should provide a fun close to what promises to be an informative and surprising conference which will address the key issues affecting today’s advertisers, marketers, media buyers and publishing professionals in digital and print media,” said CAB chief executive, Paul Dovas.
The author of Mathematics and Sex, Cresswell will discuss the role of mathematics in every human activity from sex to auditing in her presentation ‘Numbers, Auditing and Sex’, while Greenberg will provide a warts and all account of how the Bulldogs’ brand was revived through community engagement.
A host of leading industry experts, including Nick Keenan, head of non-broadcast at MediaCom and Peter Cornelius, managing director, media at The Nielsen Company, will also present on topics ranging from how to avoid being scammed out of advertising dollars through to accountability in a paperless world.
To book your place at the Accountability in Ad Spend conference visit http://www.auditbureau.org.au/conference_home.html
CAB Conference to Explore Value and Impact of Exhibitions
15 July 2011: Exhibitions and their place in the marketing mix will be explored at the Circulation Audit Board’s (CAB) upcoming Accountability in Ad Spend conference, with a session on how to take advantage of exhibitions and measuring the impact of exhibiting, being presented by Matt Pearce, MD of Diversified Communications Asia and President of the Exhibitions and Events Association of Australasia (EEAA).
Pearce, who looks after over 30 exhibition events annually, will share his learnings on the impact exhibitions can make for companies who participate in them, and what he sees as the growth sectors in the exhibitions space.
“Exhibitions are unique in the marketing mix in that they offer businesses an opportunity to give existing and potential customers a hands-on experience of their products and services. No other medium provides this kind of valuable interaction, and the return on investment for exhibitors can be huge,” Pearce said.
The session on exhibitions and their value follows the CAB’s recent appointment of Margaret Crichton to the role of Business Development Manager – Exhibitions. Crichton is overseeing the new Exhibition Audit Review (EAR) committee, tasked with developing an updated best-practice audit and reporting standard for the exhibitions sector.
Accountability in Ad Spend Conference
Session: Exhibitions in a world of accountability
Speaker: Matt Pearce, MD Diversified Commutations Asia and President EEAA
Time: 9.45am
Date: Thursday 21 July, 2011
Info: http://www.auditbureau.org.au/conference_schedule.html
To book your place at the Accountability in Ad Spend conference visit http://www.auditbureau.org.au/conference_home.html
Australian Businesses Losing Millions Through Media Scams
11 July 2011: Australian businesses are losing more than $29 million annually as a result of media scams, with small and medium businesses bearing the brunt of the losses.
The Circulations Audit Board (CAB), who is hosting the upcoming Accountability in Ad Spend conference on 21 July, has identified the millions lost each month.
The $29 million loss is a conservative estimate, based on the complaints received from businesses who have been the victims of media scammers.
In the past year alone, more than 150 ‘fake’ publications are estimated to have been operating in Australia, tricking businesses into spending money on advertisements that never reach their intended audience, and into paying fake invoices that seem to link to real advertisements.
Don Jones, Assistant Commissioner, Compliance & Enforcement, NSW Fair Trading, will present at the conference on the techniques being used to scam businesses, and the kind of safeguards that can be put into place to protect business spend.
“We’re not talking immediately obvious scams – often the people behind them are using real business processes as a template, to appeal to business sense. The scam figures we have are very conservative, given that many businesses aren’t even aware they’ve been scammed and many others prefer not to acknowledge it.
“Whether it is paying to advertise jobs in fake classifieds or placing ads in magazines that simply don’t exist, the risks for business are great.”
Paul Dovas, CEO of the CAB, stressed that the scams were one more reason precious advertising dollars should only be spent with audited media.
“Choosing media that is regularly audited is an essential step towards avoiding the scams,” he said.
“If the publication, website or event isn’t audited, there is a serious risk that it isn’t real and you could be wasting your marketing budgets.”
Dovas also stressed the negative impact scamming is having on the whole media industry.
“It is vital that we help businesses understand how to best spend the advertising money – scams like these hurt everyone, as the victims are often turned off advertising anywhere due to their bad experience.”
According to Don Jones, the rise in online media is making it even easier for scammers to fool businesses.
“Increasingly the cases reported are linked with fraudulent websites and email trails that seem genuine – even the savviest business operators are being tricked. But there are some safeguards that can be put in place, and choosing audited media is definitely one of them.”
Jones will outline common scams and how to best avoid them at The Accountability in Ad Spend conference, at the Sydney Hilton on July 21. To book your place or for more information visit: http://www.auditbureau.org.au/conference_home.html
ABC Launches Landmark New Rules to Increase Transparency and Accuracy of Print Sales Data
1 July 2011: The Audit Bureau of Circulations (ABC) has today launched significant new rules for the auditing and reporting of sales data for print publications, encompassing changes to deliver day-of-week reporting for newspapers, voluntary reporting for all publications and updates to the auditing and reporting of sales categories.
The new rules are the result of a comprehensive industry-led review of the reporting of average net paid sales and its associated categories.
ABC Chairman, Dr Stephen Hollings said the changes were the culmination of a number of months of industry collaboration and with the launch of day of week newspaper figures and voluntary reporting represented a major milestone in the ABC’s history.
“The ABC continues to show it is engaged and in step with our dynamic media landscape with the launch of these new rules, and the active participation of media buyers, advertisers and publishers in establishing the changes reinforces the relevance of industry sanctioned audited data now and for the future,” said Hollings.
“Our publisher members have always shown their belief in accountability and these rule changes represent a commitment to increasing the transparency and granularity of their reporting.”
As previously announced, national newspapers, metropolitan daily newspapers and regional daily newspapers can report average day-of-week sales data for Monday through Friday from July 1. This rule will be mandatory from December 30, 2011, providing greater detail to media buyers.
Previously the ABC reported three figures for newspapers; Monday to Friday, Saturday and Sunday average net paid sales figures in each reporting period.
Three types of voluntary reporting have also been added to allow publishers to provide more granular data in the reporting of single issues, to report more frequent Average Net Paid Sales figures and to provide subscription data.
Other significant changes under the new rules include a tightening of the definitions around education sales, with the Education Sales category being replaced by the separate categories of School Sales and Tertiary Education Subscription Sales, and the separation of Accommodation and Airline Sales into two categories - Accommodation and Hotels; and Airline Sales.
The definition and application of return copies has been standardised within the rules and audit guidelines to ensure auditing consistency.
The review of the rules regarding average net paid-sales was launched at the ABC’s AGM in October 2010 to meet advertiser and agency requests for greater detail and transparency and address media and industry commentary on the reporting of education sales.
A sub-committee of magazine, newspaper, advertiser and media buyer representatives, including members from the Media Federation of Australia (MFA), the Australian Association of National Advertisers (AANA), and magazine and newspaper publishers, undertook the wide-ranging review.
Leaders from the MFA and AANA welcomed today’s launch of the new rules.
“The MFA has been an active and keen participant in the review process and the changes launched today represent a significant step forward in providing media buyers with the data they need to make informed purchasing decisions,” said Carol Morris, Executive Director of the MFA.
“The new rules meet advertiser and agency requests for greater transparency and more granular reporting for print media and will give advertisers greater confidence in the sales data when determining their advertising spend,” said Scott McClellan, CEO of the AANA.
ABC CEO, Paul Dovas said in addition to providing increased transparency and relevance of audited data for print media, the new rules also laid a solid platform for upcoming changes to the reporting rules regarding digital media.
“The rules that come into effect today show the evolutionary nature of the ABC audited figures, which will continue with the future integration of new rules surrounding digital editions. Further rule changes to address the issue of digital reporting will be put to the ABC General Committee for agreement in the coming months,” said Dovas.
Download Media Backgrounder (PDF)
Download ABC Rules - July 1, 2011
CAB Launches Major Review of Exhibition Auditing
27 June 2011:The Circulations Audit Board (CAB) has launched the first major review of its exhibition audit rules and guidelines in more than six years, forming a committee of industry leaders to review the existing rules and bring them in line with current market needs.
Meeting for the first time last week, the Exhibition Audit Review (EAR) committee has been tasked with developing an objective best-practice audit and reporting standard reflecting the needs of stakeholders operating in the exhibition environment for launch in October.
The first key project of newly appointed CAB Business Development Manager, Margaret Crichton, the new Exhibition Audit Reporting Standard (EARS) will replace the 2004 exhibition audit rules and guidelines.
“The framework of the current rules was created 15 years ago. There have been minor reviews along the way, but this time we are going back to the drawing board to determine the needs of today’s exhibition market,” said Crichton.
The exhibition audit is for event professionals who organise exhibitions and verifies show attendance, commercial and geographic demographics, and other vital statistics for both trade and consumer shows.
Crichton said changes in the industry, such as advances in technology, reflected the need for an overhaul of the current rules, and the complex and competitive business created by the proliferation of new marketing channels had further increased the need for impartial and verified marketing data.
“Decision makers are asking sales and media channels to be more accountable than ever and this includes exhibition organisers publishing attendance figures and demographics as part of their event promotion. It’s also the mark of a mature industry that performance indicators reliably reflect the power of its medium and a form of industry self-regulation to ensure the overall quality of events is maintained,” she said.
The EAR committee was formed from representatives of Exhibition & Event Association of Australasia (EEAA) organiser members, following a call for volunteers in May.
The committee members are: Harvey Stockbridge, Australian Exhibitions and Conferences; Rob Godwin, Sexpo; Greg Rocke, Pregnancy, Babies and Children’s Expo; Rodney Cox, Exhibitions and Trade Fairs; Simon Cooper, Interpoint; Peter Versluis, Exibit Exhibitions; Jane Ford, Exhibitions and Events Australia; Domenic Genua, Boating Industry Association of NSW; Jon Perry, Diversified Exhibitions Australia; and Debbie Evans, Reed Exhibitions.
CAB CEO Paul Dovas said the formation of the committee and launch of the review process was part of an ongoing commitment from the CAB to increase its services in the exhibition auditing arena.
“There is an ever-growing need and opportunity for reliable metrics in the exhibitions industry and in the EAR committee, we have the knowledge and experience to develop an auditing best practice that more accurately reflects the current and future exhibitions marketplace, as well as value adding to the commercial activities of key stakeholders involved in the industry,” said Dovas.
CAB Strengthens Commitment to Exhibition Auditing With New Appointment
31 May 2011: The Circulations Audit Board (CAB) has made a major move to further develop its buoyant exhibition auditing category, announcing the appointment of former Exhibition & Event Association of Australasia (EEAA) General Manager Margaret Crichton to the new role of Business Development Manager – Exhibitions.
Crichton’s first project will be to consult with industry stakeholders to overhaul the CAB’s exhibition audit rules and bring them in line with current market needs.
A prominent figure in Australia’s exhibition industry, Crichton served as EEAA General Manager for more than two years from March 2009.
Crichton said she was looking forward to the challenge of working in a business development role whilst maintaining her connection with the exhibition industry and proactively creating new business relationships in the industry.
“I’m excited to be able to continue working with exhibition industry organisers. Exhibition auditing was an important issue during my time at EEAA and this new role provides the opportunity to affect real change in this area whilst utilising the knowledge and experience I gained at the EEAA,” she said.
Crichton has a wide-ranging background in marketing, business administration and general management, having worked for a number of large corporations, as well as smaller family-owned businesses.
Prior to her role at the EEAA, she was the Customer Care Manager at Reed Publishing’s online division – Catch.
CAB CEO Paul Dovas said Ms Crichton would be a vital asset as the CAB moved to increase its focus on exhibition auditing.
“The exhibitions area represents a dynamic opportunity for credible, impartial auditing where we aim to be at the forefront,” he said.
“Margaret’s extensive experience and industry insights will be important as we work with the industry to help develop our rule-set to more accurately reflect the current exhibitions landscape and take into consideration where the industry is headed.”
CAB Conference to Expose Link Between Sex and Auditing
19 May 2011: The words “sex” and “audit” don’t often appear in the same sentence, but they will be side-by-side at the Circulation Audit Board’s inaugural Accountability in Ad Spend conference in July, with the CAB today announcing author and mathematician Clio Cresswell as a keynote speaker.
The author of Mathematics and Sex, Cresswell will discuss the role of mathematics in every human activity from sex to more raunchy pursuits such as auditing at the Hilton Sydney on 21 July.
In her presentation ‘Numbers, Auditing and Sex’, Cresswell will show there are sophisticated systems and patterns behind all numbers, whether it be a number of newspapers distributed or a number of sexual partners.
“I’m hoping that through a few laughs people will see there’s a lot more to number gathering than dry bean counting,” said Cresswell.
A senior lecturer in the School of Mathematics and Statistics at The University of Sydney, Cresswell is a familiar face on ABC TV, having appeared on The Glasshouse and as a member of the Brains Trust on The Einstein Factor, and her book Mathematics and Sex has been published internationally.
Her presentation will be just one of the highlights of the Accountability in Ad Spend conference, which will address the key issues affecting advertisers, marketers, media buyers and publishing professionals today in digital and print media.
A host of leading industry experts, including David Gaines, chief executive Australia, Maxus Global and Peter Cornelius, managing director, Media, Pacific, The Nielsen Company, will present on topics ranging from how to avoid being scammed through to how to extend a brand with multiple channels.
CAB chief executive, Paul Dovas said the conference was an important first for the CAB and highlighted its commitment to making the media industry more accountable.
“There are so many new developments and reporting ramifications when delivering accountability to the media buying and selling process,” said Dovas.
“This one day intensive conference promises to inform, educate and surprise advertisers, media buyers and publishers about the latest issues and trends effecting the way they buy and sell advertising.”
To book your place at the Accountability in Ad Spend conference visit http://www.auditbureau.org.au/conference
ABA Report Uncovers Cheats of Online Audience Measurement
14 March 2011: Website publishers are inflating their audience figures and misleading media buyers by double counting page views, counting pages before they load and counting pop-ups, according to a new report released today by the Audit Bureaux of Australia (ABA).
The report shines the light on some of the common pitfalls and measurement mistakes uncovered by the audit process since the launch of the ABA Web Audit and Digital Watchdog Committee in mid 2009.
Among the issues uncovered in the report is the practice of double counting page impressions or views through the use of a second tracking tag to boost audience figures.
“The most common method to measure website traffic in Australia is through tracking tags installed on each web page. By simply placing an extra tag on each page, publishers can count their page views twice and claim an unfair advantage over their competitors,” said Paul Dovas, CEO of the ABA.
The report reveals website publishers are also over-representing their traffic by counting pop-ups for their website and counting pages before they finish loading by placing the tracking tag at the top of the page instead of the bottom.
Mr Dovas said the latter represented a breach of industry measurement rules as the page was being counted even though users may choose to shutdown the browser before it finishes loading.
The report also draws attention to the ongoing practice of auto-refreshing pages and the risk this poses to online advertisers and media buyers.
One of the more publicised cheats for inflating website traffic, auto-refreshing refers to the practice of automatically reloading web pages at regular intervals, regardless of whether the page is being actively viewed by the user.
“This practice has been found to significantly inflate key audience metrics, including page views and session times. As a result, media buyers are spending money on display ads that are going unseen on background browser tabs and even unattended computers,” said Mr Dovas.
Mr Dovas said although more than 200 leading Australian sites had verified they are not using auto-refresh, there were still some sites continuing the practice and putting advertisers at risk.
Publishers are also counting website traffic from invalid sources, including syndicated content on external sites and non-human traffic such as spiders and bots, according to the ABA report.
Mr Dovas said the aim of the report was to both help media buyers and advertisers understand the risks and educate website publishers who may be inadvertently inflating their audience figures.
He said the easiest way to identify credible website publishers was to look for the ABA green tick, which verifies a website has been through the ABA’s rigorous and independent web audit process.
The complete ABA Digital Watchdog Report has been published on the ABA website at http://www.auditbureau.org.au/web_protectadspendfromthesetraps.php
Simon Davies appointed to the ABC’s Executive Committee
15 February 2011: Simon Davies, OMD’s head of publishing has been appointed to the Audit Bureau of Circulations’ (ABC) Executive Committee. The Executive Committee is responsible for steering the strategic direction of the ABC and overseeing the day to day operations of the organisation.
Davies will act as the Agency Representative following the departure of Tracie Michael, chief executive officer, Australia of Initiative from the committee. Michael is stepping down after serving on the Executive Committee for four years.
Michael’s active involvement with the ABC began in 2004 when she was elected to the General Committee. She then stepped up to the role as an Executive Committee member in 2007 and was elected for the last two terms as Deputy Chair.
During her tenure on the ABC Executive Committee, Michael has been involved in wide-ranging changes including a complete rule re-write in 2006 and the launch of new branding under the ABA umbrella.
Davies will assume his position as a Committee Member from today. Davies stated, “The ABC has a long history of having excellent relationships with the advertising agency section of the media industry which I am proud to continue through my position on the Executive Committee.”
Davies already is an active member of the ABC’s Rule Review Sub-Committee and has a solid understanding of the ABC.
Davies highlighted that “Accountability for media spend has never been more important and ABC’s focus of delivering quality audited data remains vital. 2011 is shaping as a landmark year for the ABC with the current rule reviews for print media reporting and development of digital or tablet format reporting. I look forward to working with publishers and advertisers to bring the agency perspective to the discussions.”
Originally from the UK, Davies has worked extensively in the Australian and New Zealand media marketplace for both media owners and media buyers.
Following stints at ACP Magazines and Murdoch Magazines (Group Sales Director) he moved to his current role as head of publishing at OMD in 2003 where he manages a specialist trading team of 12.
Dr Stephen Hollings, ABC Chairman and Director of Sales Strategy for News Ltd commented, “We will miss Tracie Michael’s incisive comments on major issues, she has made a significant contribution to the Audit Bureau. Having Simon Davies replace her will ensure the appropriate continuity and he will be an asset to the ABC. He brings with him an excellent working knowledge of the ABC coupled with an in-depth agency perspective.”
The Executive Committee consists of five members that are elected annually. One member is chosen from each of the membership categories: Advertisers, Advertising Agencies and Metropolitan Newspapers, Magazines and Regional and Country Press who serve in an honorary capacity. The current Executive Committee is as follows:
Chairman - Dr Stephen Hollings, News Limited
Hon. Treasurer - Alan Pont, Fairfax Media
Committee
Scott McClellan, AANA
Eugene Varricchio, ACP Magazines Ltd
Simon Davies, OMD
Crikey and Business Spectator audit pushes ABA safe list to 200 websites
21 January 2011: The Audit Bureaux of Australia (ABA) has increased its safe list of audited websites to over 200 with the addition of all of First Digital Media’s sites. First Digital Media has received the ABA green tick this month for Business Spectator, Crikey, SmartCompany, Eureka Report, Climate Spectator and Startup Smart. This marks another milestone in terms of numbers of websites passing the audit and yet another publisher taking a stand against auto-refresh.
First Digital Media has become the latest publisher to remove auto-refresh. They join publishers including Realestate.com.au, SBS, Allure Media and Austereo in responding to the Media Federation of Australia’s call for industry reform of this practice.
Auto-refreshing of pages is a major concern for media buyers because it can cause dollars to be wasted on ads that automatically refresh without being viewed. Use of auto-refresh can also severely inflate the metrics used by media buyers to evaluate website and campaign performance.
“We are delighted that First Digital Media, along with all our websites, has been accredited through the ABA’s audit process,” says Oliver Hinton, chief executive of First Digital Media. “We certainly look forward to continuing to work with advertisers who expect their media partners to deliver advertising and reporting to industry best practice.”
ABA chief executive Paul Dovas welcomed First Digital Media to the ABA and said: “First Digital Media joins a growing list of publishers that have stepped up to their responsibility and committed to ending auto-refresh.
“We are also encouraged to see increasing numbers of audited publishers embracing the ABA green tick as a meaningful symbol and using it on their websites, media kits and email signatures to show advertisers they are meeting the highest standard for their audience data and for their measurement practices.”
Dovas added: “Since the introduction of the web audit service 18 months ago we have made significant progress addressing issues such as auto-refresh and are currently working with some of the larger publishers as they make the technical changes required for them to become compliant.”
The ABA web audit verifies audience metrics for measurement rules compliance for digital properties and reports these audit results in both the ABA and Nielsen media-planning directories. More than 210 websites are now ABA audited with the Business and IT categories reporting the most audited sites. See the complete member list of safe websites at: http://www.auditbureau.org.au/webauditmembers.php
Advertisers can also access all ABA print and web data by registering for online access at www.auditbureau.org.au.
For media enquiries/interviews please contact:
Heather Craven, ABA Marketing Director on +61 2 8912 6001
Alexx Cass, ABA Digital Services Manager on +61 2 8912 6009
Email: marketing@auditbureau.org.au
The ABC and CAB Are Committed to Offering Extensions and Exemptions to Flood Affected Members
14 January 2011: The extraordinary events currently unfolding in Queensland and Northern NSW are impacting many of our Publisher Members as they are either prohibited from accessing these vital markets or, in some extreme cases, find their business caught in the path of the devastating flood waters.
This in turn is impacting their ability to meet their immediate audit and reporting requirements regarding the December 2010 ABC Reporting Period and the March 2011 CAB Reporting Period, and causing major disruptions to their ongoing publishing schedules whilst they recover from the impact of the devastation.
The ABC and CAB are committed to offering extensions and exemptions to negate the impact of the crisis on the auditing process and will formulate an appropriate strategy once the full impact of the disaster on our members is assessed.
In the meantime, if you are a publisher member who is affected by the crisis we understand that your immediate priorities will be to protect your family and business and recognise that meeting your ABC and CAB audit requirements may be difficult under the circumstances.
That aside, however, feedback on your experience will be of great value in assisting the ABC and CAB to formulate the most effective strategy for managing the impact of the crisis on its members. This can be provided through our online feedback form if you have access to the internet, which is on our website www.auditbureau.org.au.
We will continue to provide updates over the coming weeks, including further details regarding the submission and release of ABC and CAB data for the periods ending December 2010 and March 2011, respectively. Updates will also be available on our website via the following link: http://www.auditbureau.org.au/resources_queensland.php
Our thoughts and best wishes go out to all those affected by this unprecedented disaster.
Paul Dovas
CEO
Members affected by the floods can contact our team via our online feedback form at http://www.auditbureau.org.au/resources_queensland.php or call us direct on +61 2 9954 9800.
ABC Censures The Daily Telegraph For Breach Of Publicity Rules
3 December 2010: Nationwide News has been censured following a breach of the ABC’s publicity rules in relation to the misreporting of audited circulation data for the July to September 2010 ABC Reporting Period.
The incident involved a claim made in a media release issued by Nationwide News on Thursday November 11, 2010 that Saturday edition sales excluding ‘Bundled’, ‘Event’, ‘Education’ and ‘Accommodation and Airlines’ sales had ‘overtaken The Sydney Morning Herald for the very first time’. That claim was also published in the Friday, November 12 edition of The Daily Telegraph.
The ABC Publicity Rules prohibit the reproduction of its data to create figures which do not appear in any formal release of ABC data. The ABC took immediate action requiring Nationwide News to issue a retraction in the form of a Media Release and article published in the Daily Telegraph to correct the misinformation.
The ABC’s immediate response and ensuing sanctions highlight the importance the industry body places on the accuracy and consistency of the reporting of Average Net Paid Sales and the application of its rules and guidelines.
‘The strength and consistent application of ABC’s Rules and Guidelines delivers confidence in ABC’s audited data, making Average Net Paid Sales the stable currency on which print has been traded for the last 78 years’ said Scott McClellan, CEO AANA, ‘ABC members will defend the integrity of their rules at all costs.’
ABC’s Chairman Dr Stephen Hollings noted that ‘Bundled’, ‘Event’, ‘Education’ and ‘Accommodation and Airlines’ sales are legitimate elements of an Average Net Paid Sale and, while broken out as percentages for transparency, they cannot be viewed in isolation or reported separately to the ABC’s Average Net Paid Sales and that the publicity rules prevent the manipulation of ABC data. He also noted ‘that an important feature of the major overhaul of ABC’s rules in 2006 was the protection of the ABC Average Net Paid Sale figure. Any attempt to manipulate or create new figures could not be supported by ABC members.’
Background
On Thursday November 11, 2010, Nationwide News issued a Media Release, embargoed until Friday November 12, in relation to audited circulation data for the July to September 2010 ABC reporting period. The Media Release titled ‘The Daily Telegraph celebrates Australia’s highest newspaper circulation increase’, made the assertion that the Saturday edition of The Daily Telegraph, published by Nationwide News was outselling its competitor, The Sydney Morning Herald for the ‘very first time’.
The assertion was based on a sales figure derived from the Average Net Paid Sales which is audited and reported quarterly by the ABC. The release reported figures that were adjusted to exclude sales classified and reported under the ABC Rules and Guidelines as ‘Bundled’, ‘Event’, ‘Education’ and ‘Accommodation and Airlines’.
On Friday November 12, 2010, The Daily Telegraph published an article on Page 2 of the newspaper titled ‘Thanks to all our readers’. The article was based on the above mentioned Nationwide News’ Media Release, and included the assertion that The Daily Telegraph’s Saturday edition was outselling the Sydney Morning Herald in paid sales. The Daily Telegraph’s assertion did not include a reference to how the sales figure was derived.
On that same day, a complaint was received by the ABC from a member who considered the Media Release and article were in breach of the ABC’s publicity rules. In particular, it was alleged that Nationwide News had manipulated ABC data by excluding ‘Bundled’, ‘Event’, ‘Education’ and ‘Accommodation and Airlines’ sales to create a false impression of their Saturday audited sales figure for the ABC reporting period ended September 30, 2010.
The complaint was referred immediately to the ABC Executive Committee who met on Monday November 15, 2010. After considering the matter, the ABC Executive Committee determined unanimously that the Media Release and corresponding article breached ABC’s Rule 34.0 and in particular 34.4.2, which, prohibits the calculation of Average Net Paid Sales categories to create other figures, which do not appear in any ABC Circulation Summary.
In reaching their decision, the Executive Committee noted the severity of the breach and the importance of rectifying the misinformation that had been promoted to the market and broader public through the offending material. To rectify the breach the ABC Executive Committee required Nationwide News to take the following actions:
Nationwide News issued a retraction on Thursday, November 18, 2010 following review and approval by the ABC Executive Committee.
The Daily Telegraph published an incorrect clarification on page 123 of the Saturday, November 27, 2010 edition. The ABC Executive Committee noted that the article included an erroneous reference to the date of the offending article, reporting it as Saturday, November 13, rather than Friday, November 12. The correct ABC Average Net Paid Sales figures for the Saturday editions for the period ended September 2010 as follows:
The Daily Telegraph - 325,000+
The Sydney Morning Herald - 332,066
SBS The First TV Broadcaster To Receive ABA Green Tick of Approval for its Websites
22 November 2010: SBS today announced that it has become Australia’s first TV broadcaster to receive the green tick of approval by the Audit Bureaux of Australia (ABA), certifying that its sites are compliant with industry best practice.
“The green tick means we stand by the audience delivery of our sites and our advertisers will get true value and absolute confidence in the integrity of our data. For us it’s not simply a numbers game as we offer unique, premium audiences on our sites including The World Game, Cycling, Food, Film and News & Current Affairs,” SBS National Manager Online, Guy Burbidge said.
"SBS delivers engaging content under its key content verticals. This will see us continue to offer engaging and targeted solutions for advertisers and delivering true value."
Once the green tick is awarded, SBS's The World Game site will be the largest sports site in Nielsen Market Intelligence data to have the tick reporting data that has not been inflated by auto-refreshing sports scores or autoplay video.
SBS decided to change its website practices and apply for the ABA’s green tick to provide full accountability and transparency of audience data to media agencies and advertisers. Plans are also in place for SBS to be the first to market with ABA audited video metrics for online TV episodes.
“We are thrilled that SBS will be the first to provide advertisers with audited online video numbers. Whilst we have experienced growth in excess of 25 per cent in online TV viewing in the last year++, we understand that video is already playing a key role in the future of our digital industry and this initiative forms just one part of our focus on this area of our digital offering,” Burbidge said.
Paul Dovas, ABA CEO said: “At the moment most online video numbers in the market are internally measured, the introduction of independently audited video metrics will bring greater transparency, trust and confidence to the data. As the first audited member to report audited online video data, SBS will play a key role in the development of video rules.”
ABA’s audited data goes beyond basic measurement to provide the online industry with a trusted and robust currency on which media space can be bought and sold, and delivers to the market independent assurance that a website is attracting the size of audience it claims.
Paul Elliott, the National Digital Director from media agency OMD said: "SBS receiving the green tick from the ABA is great news. We're glad to see that there is momentum building within the industry with more and more publishers embracing the audit process.
“OMD fully supports the efforts of the ABA in the drive to provide agencies with audited numbers, and we are implementing policies to give preferential consideration to those publishers who provide us with complete transparency. We look forward to working with SBS as a valued and trusted media partner."
SBS successfully undertook the rigorous ABA audit process, which checks for the inclusion of auto-refreshing traffic, as well as measurement of online video, audio players, image galleries and classification of sites.
For some time, SBS has had an internal auto refresh policy limited to only a few key content pages which have now been disabled to meet the ABA’s audit criteria.
SBS’s green tick will appear in the Nielsen Market Intelligence service to indicate that it is ABA-compliant and traffic is being accurately recorded, plus SBS data will be reported through the ABA’s online tool for ABC and CAB members, the eData portal.
The (ABA) launched the Web audit service as Australia’s first independent auditing solution for digital media.
+ Source: Nielsen Site Census
++ Source: Nielsen Video Analytics
For further information please contact:
Julie Wright
Access Public Relations
T: 02 9279 4844
M: 0415 545 484
E: Julie@accesspr.com.au
Rochelle Burbury
Access Public Relations
T: 02 9279 4011
M: 0408 774 577
E: Rochelle@accesspr.com.au
ABC Investigation Clear Publishers
Public Misunderstanding of Rules as ABC Examines Need for Further Transparency
18 November 2010: The ABC has cleared the publishers of The Age, The Sydney Morning Herald and The Herald Sun of any breaches of the ABC Rules & Guidelines following an extensive investigation into allegations that the publishers were misreporting their Education Sales.
The investigation, completed by the ABC and reported to the ABC’s Executive Committee on Monday November 15 2010, also highlighted a lack of understanding of the ABC Rules and transparency surrounding subscriptions as what fuelled the allegations in the trade press.
Dr Stephen Hollings ABC Chairman indicated that there had been confusion between the definitions of Education Sales and Individual Subscriptions and the differences between supply of newspapers and what was actually eligible to be counted in final net paid sales figures. He noted the time that the investigation had taken was because of the thoroughness of the process and the detail required from publishers by the Bureau. Because of this, he described the outcome of the investigation as a positive for the industry noting ‘Advertisers and media buyers can remain assured of the integrity of ABC audited data and the accountability of ABC’s publisher members. ‘
He said there are two issues here, ‘The first is whether the existing rules have been adhered to which has been the case. The second is whether we can develop rule changes that enhance further the transparency around paid sales and this is what the Rule Review Committee has already started to address.’
The report noted that while the ABC Rules and Guidelines do not require publishers to report how subscriptions are fulfilled, the ABC recognises the value of exploring the reporting of individual subscriptions delivered to individuals and those delivered through 3rd party addresses.
Tracie Michael, ABC Deputy Chair and chief executive officer, Australia of Initiative said ‘The investigation reaffirms the trust associated with the ABC brand and the important relationship media buyers have with audited print media. One of the strengths of the ABC’s Rules is that they have never remained static and continually evolve to meet the needs of the industry. The investigation has highlighted the potential for greater transparency in the reporting of subscriptions and in particular those delivered to third party addresses.’
Tracie added, ‘Member’s commitment to the rule review’s weekly meetings ensures the rules will evolve to address the changing industry in a timely and responsible way. As always the Advertisers and media buyers will be active participants and look forward to the introduction of more transparent reporting of audited data.‘
The sub-committee will meet in the offices of the ABC each Wednesday during November, December 2010 and January 2011. The General Committee who will be updated with progress reports during the schedule will meet to endorse proposed changes before going to a vote by members.
The General Committee is comprised of 26 key figures from the media industry who oversee the effective running of the ABC setting the direction and strategy for the organisation. The General Committee is elected annually and represents agencies, advertisers and owners for both print and digital media.
For more information download the accompanying factsheet regarding the investigation.
For media enquiries/interviews:
Phone Paul Dovas at ABC on +61 2 9954 9800 or Heather Craven at ABC on +61 2 8912 6001 or email marketing@auditbureau.org.au for further information.
ABC’s Members set meeting schedule to review Rules
2 November 2010: Sixteen representatives of the ABC’s General Committee1 have committed to weekly meetings that will commence on Wednesday November 10, 2010 to complete a review of the rules and the reporting of net paid sales to meet advertiser and agency requests for greater transparency through more granular reporting.
The Rule Review Sub-Committee which has support and representation from the AANA2 ,MFA3 and senior publishing representatives will discuss issue specific reporting of newspapers and magazines as well as issues including subscription reporting, additional category or ‘bucket’ reporting and sales by price-point. The committee will also review the outcomes of the current ‘education sale’ investigations.
Paul Dovas, CEO of the ABC welcomed the opportunity to re-engage the industry in discussion “Our members operate in a very dynamic industry and it is essential that the ABC Rules evolve to meet the changing needs of media buyer and seller members.”
Participants on the sub-committee include:
| Committee Chair | |
| Dr Stephen Hollings | News Limited |
| Committee Members, alpha by first name | |
| Adam Everett | Adelaide Advertiser |
| Alan Pont |
Fairfax Media |
| Carol Morris |
MFA |
| Catherine Woodside |
News Limited |
| Danielle Stevenson |
News Magazines |
| Eugene Varricchio |
ACP Magazines |
| Jeremy Vaughan |
Haymarket Media |
| John Grono |
GAP Research on behalf of MFA |
| Rebecca Costello |
The Monthly |
| Robert Whitehead |
Fairfax Media |
| Shane Bill APN |
News & Media |
| Simon Davies |
OMD Australia |
| Steve James | AANA |
| Sue Kelly | Fairfax Media |
| Vicki Rossi | Pacific Magazines |
| ABC Representatives | |
| Paul Dovas | ABC |
| Heather Craven | ABC |
The sub-committee will meet in the offices of the ABC each Wednesday during November, December 2010 and January 2011. The General Committee who will be updated with progress reports during the schedule will meet to endorse proposed changes before going to a vote by members.
The General Committee is comprised of 26 key figures from the media industry who oversee the effective running of the ABC setting the direction and strategy for the organisation. The General Committee is elected annually and represents agencies, advertisers and owners for both print and digital media.
For further information or to arrange an interview with a committee member please contact Heather Craven, 02 8912 6001 or by email heather.craven@auditbureau.org.au
1 The ABC General Committee represents its tripartite membership and consists of 26 ABC members from following groups: Metropolitan Monday-Friday, Saturday and Sunday Newspapers, National Newspapers and newspaper Inserted Magazines; Regional Daily, Regional Sunday newspapers and Country Press; Magazines; Advertisers; Advertising Agencies
2 Australian Association of National Advertisers
3 Media Federation of Australia
ABC to set measurement rules for tablet devices
2 November 2010: ABC’s Digital Publishing Sub-Committee has been reconvened to investigate how to best incorporate digital versions sold through tablet devices such as Apple’s iPad, and Google’s Android. The sub-committee will meet weekly commencing from Wednesday November 10, 2010.
The ABC Digital Sub-Committee, made up of ABC members from its key constituents; Publishers, Advertisers and Advertising Agencies, has been in existence since 2005 guiding ABC policy on the auditing and reporting of the sale of digital versions of printed publications and web site traffic through the ABA Web Audits.
One of the main activities the sub-committee is tasked with is to produce a discussion paper to address topics such as; replica editions and how it should relate to the print edition; aggregation of print and digital circulation and recordkeeping guidelines.
Participants on the sub-committee include:
| Committee Chair | |
| Dr Stephen Hollings | News Limited |
| Committee Members, alpha by first name | |
| Adam Blount | Pacific Magazines |
| Angus Boyd | News Digital Media |
| Alan Pont | Fairfax Media |
| Carl Hammerschmidt | ACP Magazines |
| Catherine Woodside | News Limited |
| David Gaines | Maxus Global |
| John Derry | The Monthly |
| Liz Earl | The Age |
| Paul Elliott | OMD Australia |
| Phil Vella | Haymarket Media |
| Rob Billington | West Australian Newspapers |
| Robert Whitehead | Fairfax Media |
| Steve James | AANA |
| ABC Representatives | |
| Paul Dovas | ABC |
| Heather Craven | ABC |
The sub-committee will meet in the offices of the ABC each Wednesday during November, December 2010 and January 2011. Any outcomes which affect ABC’s Rules will be reported into the Rule Review Sub-Committee.
For further information or to arrange an interview with a committee member please contact Heather Craven, 02 8912 6001 or by email heather.craven@auditbureau.org.au
realestate.com.au gets industry tick of approval
1 November 2010: Australia’s number one property website realestate.com.au today announced it has been given a green tick of approval by the Audit Bureaux of Australia (ABA), certifying the site is compliant with industry best practice.
According to the ABA, realestate.com.au is the only top 10 online publisher(1) to have been audited to have received the green tick of approval, ensuring it’s leading the way within the industry.
The decision to be audited was taken by realestate.com.au recognising the growing need for online publishers to provide better accountability to media buyers and advertisers.
Greg Ellis, CEO of the REA Group which owns realestate.com.au, said the company had made a conscious decision to upgrade the site earlier this year, to make it more consumer and advertiser friendly.
“In April we embarked on an exciting journey which included the new-look realestate.com.au for consumers, which has made the site even more popular than ever. In fact last month the site achieved record traffic attracting 6.9 million unique browsers(2) to the site,” he said.
“As well as benefits to consumers, we also identified the need to standardise the way we display advertising and moved to best practice in measurement and performance. This includes the removal of the ‘auto-refresh’ functionality and moving to standardised Interactive Advertising Bureau (IAB) display units,” he said.
Removal of ‘auto refresh’ means advertisers only pay for user-generated page impressions, significantly decreasing the likelihood of page impression numbers being inflated. With auto refresh removed, media buyers and advertisers can plan campaigns with confidence on realestate.com.au knowing that they are buying real impressions, not inflated impressions.
The green tick of approval by the ABA is independent recognition of the improvements made to realestate.com.au’s site, ensuring performance measures are not only accurate, but also that the site conforms to industry best practice.
The decision for realestate.com.au to be audited was welcomed by leading industry expert Paul Elliott, Head of Digital from OMD.
“We’re beginning to implement policies to give preferential consideration to those publishers who provide complete transparency, so we encourage all publishers to be audited by the ABA,” said Paul.
"We’re glad to see more publishers embracing the audit process and becoming rules-compliant. OMD fully supports the efforts of the ABA in the drive to provide agencies with numbers we can trust,” he said.
This green tick is easily recognised when viewing standard Nielsen online rankings through Market Intelligence.
For more information call: Zoyee Kartalis,
realestate.com.au,
03 8456 4653,
0428 364 090, e: zoyee.kartalis@realestate.com.au
Notes to editors:
(1) Nielsen Online, Market Intelligence, Domestic Traffic for Audited sites, October 2010.
99.92% of realestate.com.au’s website page views are compliant. This includes the removal of the ‘auto-refresh’
functionality. Source: Omniture.
(2) For the month of September 2010 realestate.com.au delivered 6,937,318 unique browsers (source: Nielsen, Market Intelligence, Australia).
About the REA Group
REA Group (ASX:REA) is a market-leading online advertising business specialising in real estate. Established in Melbourne in 1995, the Group operates real estate websites in Australia and around the world. Together, its sites received more than 11.5 million unique browsers in September 2010 (source: Nielsen Market Intelligence, Nielsen SiteCensus, Omniture). For the month of
September 2010 realestate.com.au delivered 6,937,318 unique browsers (source: Nielsen, Market Intelligence, Australia). For further information visit www.rea-group.com.
CAB Recognised As World Leader in Digital Publication Auditing
29 October 2010: Australia has been recognised as a world leader in the auditing of digital publications at this month’s International Federation of Audit Bureaux of Circulations (IFABC) General Assembly in Korea.
Paul Dovas, CEO of the Audit Bureau of Circulations (ABC) and Circulations Audit Board (CAB), said the CAB’s Digital Publications Audit service had been identified as a model for other countries to aspire to at the global gathering in Seoul.
Launched last year, the CAB Digital Publications Audit service verifies audience metrics and measurement rules compliance for digital publications and reports these audit results within the CAB eData platform and Nielsen Online’s Market Intelligence system.
“The CAB took a different approach to digital publications, recognising them as a stand-alone medium playing an important role in the modern day publisher’s array of brand touch points,” said Mr Dovas.
The General Assembly resolved to set up a Digital Publications Committee to develop an overall approach to definitions and standards in the world of digital publication measurement and to engage with parties such as Apple and Google who will be key to the auditing of the new medium.
Mr Dovas, who will sit on the new committee, said the area was a priority given the speed of developments among digital publishers across the world in tablet/e-readers in general and the iPad in particular.
“We’re on the cusp of a publishing revolution and it’s vital that audit bureaux, along with the new ‘distribution’ giants such as Apple and Google, look at how they can play an expanding role in the world of digital publications standards and measurements,” he said.
Mr Dovas was also one of eight members appointed to the IFABC Executive Board for the next two years at the General Assembly, joining representatives from the UK, India, the Netherlands, Romania, Brazil, Poland and Spain.
The IFABC is a voluntary federation comprising 36 audit bureaux covering every continent in the world committed to the accurate and transparent reporting of comparable print and new media performance data.
The IFABC General Assembly is held every two years with the next to take place in Madrid in 2012.
For media enquiries/interviews:
Phone Heather Craven at CAB on +61 2 9954 9800 or Claire Dollard on +61 2 8912 6006 or email marketing@auditbureau.org.au for further information.
ABC’s Advertisers, Advertising Agencies and Publishers to work together to review Rules.
26 October 2010: The ABC at their AGM held yesterday affirmed their commitment to providing the media industry with circulation numbers they can trust by launching a review of the rules and the reporting of net paid sales to meet advertiser and agency requests for greater transparency through more granular reporting.
A Rule Review Sub-Committee will be formed in the coming week with support from the AANA and Media Federation of Australia as well as senior publishing representatives to look at issues including subscription reporting, additional category or ‘bucket’ reporting and sales by price-point as well as the outcome of the current ‘education sale’ investigations. The review will also aim to reach an agreement relating to issue specific reporting of newspapers and magazines.
Carol Morris, Executive Officer of the MFA welcomed the urgency and commitment expressed at the AGM for the resolution of issue specific reporting and more granular reporting of ABC’s net paid sales ‘The MFA was a keen participant in the 2006 rule review and we look forward to making swift progress in these areas by working with advertisers and publishers through the newly formed sub-committee.’
The Rule Review Sub-Committee will hold its first meeting by mid-November, and this is expected to be followed by weekly meetings. The General Committee will meet to endorse any proposed changes before going to a vote by members. The ABC expects to announce the outcome of the review within three months.
Dr Stephen Hollings, Chairman of the ABC, highlighted the ABC’s tradition of working with its advertiser, agency and publisher members through dialogue and consultation to develop rules that meet the changing needs of the industry. ‘The ABC’s open and transparent review process ensures that the rules continue to evolve to meet the dynamic nature of our industry. The integrity of circulation numbers is vital to the credibility of the industry.’
At the meeting the General Committee endorsed the re-election of the Executive Committee that has served for the past year:
| Chairman | Dr Stephen Hollings | News Limited |
| Deputy Chairman | Tracie Michael | Initiative |
| Hon. Treasurer | Alan Pont | Rural Press |
| Committee | Scott McClellan | AANA |
| Eugene Varricchio | ACP Magazines Ltd |
CAB Steps Up Its Focus On Advertisers
26 October 2010: The Circulations Audit Board (CAB) will increase its engagement with advertisers and media buyers through a range of promotional and educational events in the next 12 months as it continues to communicate the benefits of audited media to the industry.
The enhanced focus on advertisers, which will also provide advertisers and media buyers with a greater voice at the policy table, was announced this month at the CAB’s annual general meeting in Sydney.
Paul Dovas, CEO, CAB said the advertiser education and recruitment push would also build momentum in the lead up to CAB’s first ever members’ conference, to be held in 2011.
“Our advertiser members are the linchpins of our tripartite membership. Accountability in ad spend begins with advertisers giving preference to media agencies who support audited media. This is the fundamental principle that has been driving the CAB for over 50 years and it’s no less important in today’s evolving media landscape.” said Mr Dovas.
In addition to major advertisers and media buyers, Mr Dovas said CAB will reach out to small businesses and advertisers in cooperation with publishers, offering training courses, limited free access to the CAB website and material to communicate the value of audited media and the risks of advertising in non-audited media.
Attendees at the AGM on 20 October were also told of the CAB’s growing digital media membership and the success of its web audit service, which was launched last year and is now delivering audited web audience data for more than 150 niche and specialty websites.
The AGM saw the election of a new board of directors with Rob Yeomans and Adrian Farrow re-elected as President and Vice President respectively and David Stuart stepping down from his role as Honorary Treasurer after 10 years.
IASH Australia accredits 9 companies with completion of Phase One audits conducted by the ABC
4 October 2010: Internet Advertising Sales Houses of Australia (IASH Australia) have announced the nine companies that passed the phase one audit conducted by the ABC, establishing their inventory as IASH Australia compliant. The IASH Australia members who have achieved phase one accreditation are: AD2ONE Group, Adconion, Digital Network Sales, Gorilla Nation Media Australia, Max Interactive, PostClick, 3D Interactive, Tribal Fusion and Valued Interactive Media.
With the successful completion of the first phase of audits IASH Australia will partner with the Media Federation of Australia (MFA) and the ABC to deliver an Australia-wide education campaign for media buyers. The aim of the education campaign is to help media buyers understand the IASH Australia accreditation process, the inventory classifications and how IASH Australia provides greater protection for advertisers and to encourage preference for ad networks and ad sales houses that are IASH Australia accredited.
Phil Duffield, IASH Australia’s President and Managing Director of AD2ONE Group was proud of the important milestone that IASH Australia had reached, “The voluntary membership to IASH Australia and compliance to the Code of Conduct is proof of the industry’s maturity and sets an accepted standard for all participants to be benchmarked against. IASH Australia members have affirmed their commitment to providing brand safe environments for their clients by becoming accredited.”
Duffield highlighted the MFA’s endorsement of IASH Australia’s Code of Conduct and audit process, “The MFA’s support for this process and endorsement of accredited ad networks and ad sales houses proves the value of self-regulation. IASH Australia is the symbol of trust and transparency providing confidence and reassurance to advertisers and publishers.”
Kerry Field, MFA’s Digital Sub-Committee Chair and Partner, Innovation for Mindshare congratulated the 10 IASH Australia members that had completed phase one of the audit process. “The MFA is looking forward to working more closely with IASH Australia accredited ad networks and ad sales houses. The MFA has been an enthusiastic and active supporter in the development process for this important breakthrough. The MFA endorses IASH Australia members’ commitment to provide transparency and confidence to those who use ad networks and ad sales houses.”
Since IASH Australia was founded in August 2009, the ABC has worked closely with members and the MFA to deliver this significant achievement for online media in Australia.
Paul Dovas, CEO of the ABC applauded the achievement of IASH Australia in setting this standard adding greater credibility and transparency for advertisers and media buyers. “The ABC has a long history of working with advertisers, media buyers and media providers to develop credible and trusted standards for audited media.”
Dovas continued “IASH Australia members have set a new benchmark and standard for this media sector with the commitment to self-regulation and third party audit. The IASH Australia Code of Conduct developed in partnership with the ABC, through consensus and industry agreement is a fantastic achievement.”
Phase one of the audit process establishes that IASH Australia members have taken the appropriate steps for defining and managing their inventory list in accordance with the Code of Conduct classifications and that it was clear of any ‘barred’ inventory which is disqualified under the code.
Phase Two of the audit process is expected to be completed by November 30, 2010 and will verify the ability of media buyers to elect IASH Australia approved inventory in the insertion order process when dealing with IASH Australia members. The IASH Australia Code of Conduct audit aims to ensure that local ad networks and ad sales houses are not representing sites that may jeopardise brands or are considered unacceptable. The ABC will continue to audit IASH Australia members adherence to the Code of Conduct.
IASH Australia is the non-profit industry association established to regulate the activities of ad networks and ad sales houses in Australia. Its Code of Conduct gives those buying, selling or brokering internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order. It also provides a formal framework for best practice for IASH Australia members to follow when dealing with advertisers, agencies, ad networks and ad sales houses and site owners.
About IASH Australia
IASH Australia, founded in 2009, exists to encourage best practice among online advertising sales houses through the adoption of an effective Code of Conduct. IASH Australia also exists to promote the real benefits of the online advertising network and ad sales houses business model.
IASH Australia members wish to ensure that display ads placed via their networks do not appear on websites which could jeopardize advertisers' brands. This Code provides a formal framework for best practice for IASH Members to follow when dealing with advertisers, agencies, networks and site owners. The purpose of the Code is to give those buying, selling or broking internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order.
For further information please contact: IASH Australia President - Phil Duffield, Managing Director, AD2ONE Group on 61 (0)2 8667 5800 or Heather Craven, Marketing Director, ABC on 61 (0)2 8912 6001.
Gordon Towell resigns from the ABC and CAB
6 August 2010: Gordon Towell, CEO of the Audit Bureau of Circulations (ABC) and Circulations Audit Board (CAB) is returning to private enterprise after a productive 2-year period that saw the iconic media industry associations revitalised, rebranded and repositioned to meet the changing media landscape.
During his tenure at the ABC and CAB, Gordon has overseen the implementation of wide-ranging changes including the launch of new branding under the ABA umbrella, and the new Web Audit Service and its audit metrics group - Digital Watchdog Committee. Towell has also overseen the reaffirmation of the bureaux role in the digital sphere, the full re-write of CAB’s Rules, By-Laws and Reporting Standards and introduction of online data and publisher audit lodgement systems. Gordon also continued the ABA’s engagement in the international auditing community serving on the IFABC ’s Executive Committee since November 2008.
Chairman of the ABC, Dr Stephen Hollings noted “In the last two years Gordon has made a tremendous and positive impact, modernising and rebranding the ABC, reestablishing its role in the digital arena and updating its data collection and delivery mechanisms. It’s been a pleasure working with Gordon and on behalf of ABC’s members we wish him all the best for the future.”
President of the CAB, Rob Yeomans congratulated Gordon for his tireless energy and passion for the industry. “Gordon’s drive for excellence has seen the CAB achieve many milestones over the last two years and increased our profile and relevance. Gordon has been a valuable asset to the CAB and on behalf of our members we wish Gordon future success.”
Gordon Towell, commented “I am proud to have been involved in the reinvigoration of both the ABC and CAB associations, and the broadening of the focus for media accountability into the digital sphere. I’d like to thank my dedicated ABA staff, and the respective Committees and Board for their support knowing that we have built a sound platform to meet the media industry’s future needs.“
ABC and CAB’s Director of Audit Services, Paul Dovas has been appointed CEO to take effect following Gordon Towell’s departure on August 27, 2010. Stephen Hollings welcomed Paul’s appointment “I am delighted that Paul Dovas has accepted the role of CEO and know that with his leadership the bureau will continue to increase its relevance and service to the media industry.”
Paul Dovas added “I look forward to working with our members and the industry as we continue to bring accountability for media spend to advertisers and media buyers.”
Contact the CAB by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information.
Online publishers rally behind ABA's push for measurement reform
6 August 2010: The Audit Bureaux of Australia's (ABA's) campaign for measurement reform is showing results with an increasing number of online publishers changing their website measurement practises in order to comply with the ABA's web audit process. Austereo, Allure Media and Independent Digital Media are among the group of recent publishers to improve the accuracy and credibility of their website metrics by removing publisher-generated traffic from these figures.
Publisher-generated traffic refers to any web traffic that is not generated by actual people visiting a website, such as when a publisher sets a web page to automatically reload every few minutes. This automated traffic does not represent activity from real people and therefore can severely inflate audience figures and waste advertiser’s money on unseen ads. Web pages can automatically refresh for hours or even days if a web browser is left open in the background.
As a result, the inclusion of publisher-generated traffic can potentially cause a substantial inflation of the audience figures that publishers use for trade marketing and benchmarking.
Paul Elliott, OMD’s Head of Digital said “We’re glad to see more publishers embracing the audit process and becoming rules-compliant. OMD fully support the efforts of the ABA in the drive to provide agencies with numbers we can trust. We’re beginning to implement policies to give preferential consideration to those publishers who provide complete transparency, so we encourage all publishers to be audited by the ABA.”
ABA case studies have shown that a website’s Page Impression metrics can double and Average Session Duration more than quadruple if publisher-generated traffic such as auto-refreshing pages is allowed to be counted towards their figures. Publishers use these figures as key measures of user engagement so it’s a serious problem if publishers bypass the audit process and gain an unfair competitive advantage by reporting inflated figures.
Adam Furness, Austereo’s Interactive Sales Director said “Austereo is proud to provide our advertisers with the highest standard of figures possible and to prove that our measurement practises are trustworthy. As the online industry continues to grow it’s the responsibility of publishers to ensure that the metrics are at a standard comparable to other audited media.”
James Hannan, General Manager of Independent Digital Media said, “Being ABA audited allows advertisers and agencies to engage with us and be certain that the numbers we present to them are in fact accurate and reliable. We want relationships built on trust and integrity, and we feel this is one step towards developing that. I am personally very supportive of the ABA and would love to see an industry move towards media buying based on 'ABA green ticks'. I truly believe advertisers will see better results from those who pass the audit and in turn offer them the most transparency.”
The ABA audit process not only checks for the inclusion of auto-refreshing traffic, there are many other hidden measurement issues which lead to the use of inaccurate figures in the market. Other issues include inconsistent measurement of online video, audio players, image galleries and incorrect classification of sites. Missing tracking tags from pages and other technical errors typically lead to website traffic being undercounted.
Paul Dovas, ABA’s Director of Audit said “Accurate measurement goes beyond the use of tracking tags; it requires independent 3rd-party scrutiny to ensure that the tags are implemented correctly and consistently in accordance with industry agreed rules and guidelines. As a non-profit industry body, the ABA, through its tripartite membership covering a mix of advertisers, agencies and publishers is best placed to cut through the clutter stemming from the horde of measurement solutions and publisher claims.”
Chris Janz, Managing Director of Allure Media said “Despite being the most measurable medium, some web publishers have, for too long, engaged in tricks that artificially inflate audience numbers, causing mistrust in online figures. The ABA audit provides much-needed transparency and ensures publishers compete on a level playing field. We’re proud to have earned our ABA green tick and know advertisers can now have absolute confidence in our audience numbers.”
Contact the CAB by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information.
Lasoo completes first ABA Web Audit
23 June 2010: Lasoo.com.au has completed its first ABA Web Audit to independently verify its monthly traffic figures to industry-agreed audit standards. Lasoo is the largest site in the online retail category to open itself up to the scrutiny of a web audit.
The first month of audited data reported:
• Audit period: May 2010
• Average Daily Unique Browsers: 26,259
• Average Daily Page Impressions: 419,649
Source: ABA Audited, Nielsen Market Intelligence May 2010
ABA audited data goes beyond basic measurement to provide the online media industry with a trusted and robust currency on which media space can be bought and sold, and delivers to the market independent assurance that a website is attracting the size of audience it claims.
Having met the stringent measurement rules prescribed by the ABA, Lasoo will now appear in the Nielsen Market Intelligence screens with a green verification tick to indicate it is ABA-compliant and the site’s traffic is being accurately recorded. Lasoo’s audited data will also be reported through the ABA’s eData portal, the online tool for ABC and CAB members.
Executive General Manager of Salmat Digital, Paul Marshall, comments: “This audit highlights our commitment to the delivery of credible and transparent audited web audience data. Being audited allows us to demonstrate that we are not associated with inflationary practices such as auto-refreshing pages or misleading metric names because of our concern that some advertisers may see this as fraudulent.
“In a time of greater accountability, Lasoo understands advertisers’ need for accurate audience figures to make informed decisions about which sites will provide the best value and coverage for them. This audit aims to assist with those decisions by confirming Lasoo as the leading online retail site for bricks-and-mortar and multi-channel retail advertisers.”
ABA CEO, Gordon Towell, welcomes the Lasoo audit. “Being audited allows Lasoo to deliver independently audited data to clients,” he says.
“The ABA Web Audit Service provides a level playing field for online publishers by ensuring consistent application and use of the technology from both the provider and publisher. ABA Members including Lasoo can now deliver that type of certainty to their clients, making it the standard in online media.”
The Audit Bureaux of Australia (ABA) launched the Web audit service in June last year as Australia’s first independent auditing solution for digital media and now has over 130 audited websites.
About Lasoo.com.au
Lasoo.com.au is a website that allows consumers to search and browse the latest advertised products from most of Australia’s leading retailers, to help them find what to buy and from where, before going in store.
Lasoo is a device agnostic pre-shopping tool that extends the reach and influence of any retail marketing message onto the mobile phone (m.lasoo.com.au) through iPhone and iPad applications, and in search engine marketing, through social networks, user-generated social shopping and any display ad network.
Lasoo is a division of Salmat Ltd (SLM), a top 300 ASX-listed business with over 30 years of experience in distributing retailers' promotional material directly to consumers. Salmat has an existing long-standing relationship with both retailers and shoppers. Lasoo is part of a wider range of digital services from Salmat designed to allow retailers to harness the advertising power of the internet. This includes Dynamic Catalogue, a fully managed and hosted catalogue solution for retailers’ websites, making it searchable, browsable, fast loading, discoverable and actionable. Dynamic Catalogue is the leading catalogue viewing technology in Australia. For more information, please visit Salmat.com.au
Contact: Heather Craven, Marketing Director, ABC on (02) 8912 6001 or Alison Ryan, Marketing & PR Consultant, Salmat Digital on (02) 9951 6823for further information.
Publishers Australia endorse ABA digital audit services
07 June 2010: The Publishers Australia board of directors voted unanimously to officially endorse the Audit Bureaux of Australia’s (ABA) Digital Audit services on May 21, 2010. This follows recommendations from the Digital Leadership Group, chaired by Chris Bishops from the Beyond Digital Media Group and PA CEO, Alan Sarkissian.
The move endorses the ABA’s methodology for digital audits and confirms to the membership of Publishers Australia that the executive team and the board believe that it is the only trusted, centralised, independent and standardised reporting in Australia. The ABA’s digital audit service was an initiative involving the collaboration and support of peak industry bodies, the MFA, AANA and IAB.
“This is a real leadership position that underlines how critical we see the issue of digital auditing as an increasingly important analytical channel,” said Publishers Australia CEO, Alan Sarkissian. “We are right behind this, as it is the end-result of the ABA’s commitment towards creating greater standardisation and transparency of online audience metrics across the digital publishing landscape.”
The ABA Digital Audit Service includes a range of services that audit and verify audience metrics and measurement rules-compliance for digital properties including websites, digital publications and email newsletters.
Gordon Towell, ABA CEO, commented, “The endorsement from Publishers Australia is an important commitment to advertisers and media buyers delivering credible, audited data about digital properties.”
Towell added; “It’s a perfect solution for niche and specialty publishers because the process is simple, the price-point affordable and the audit service recognises the need to measure the increasingly divergent media channels used to reach audiences today.”
Towell confirmed; “We look forward to working with the association and its Digital Leadership Group, to help Publishers Australia members benefit from the power of audited media.”
Alan Sarkissian added, “I am delighted to confirm a special incentive for all Publishers Australia members who sign up for the ABA Web Audit between now and June 30, 2010. PA members will receive their first Email Newsletter Audit at no charge, which is valued at $330.”
The free newsletter component is also available to association members who are also existing ABC or CAB members and want to add the power of a trusted independent web audit to their overall publishing proposition. Publishers Australia members who are not currently an ABC or CAB member can become one for only $495.00, which is the 2010-2011 membership fee.
“The Board of Publishers Australia is happy to endorse and support the ABA’s new Web Audits, especially as the bureaux continue to encourage dialogue between key industry stakeholders as they develop the audits,” said the Chair of the association, Geoff Hird.
“Along with key executives from ad agency land, several publishers, including myself, are currently meeting monthly with the CAB on the Digital Watchdog Committee to ensure the new system delivers as much transparency as possible to media buyers and advertisers and that it genuinely compares apples with apples,” said Hird. “In line with the benchmark being set by the BPA in the USA and Europe, the new ABA web audits are the only independent measurement in the web traffic metrics minefield.”
Publishers Australia will release further specific information soon, but in the meantime, publishers who wish to take advantage of this exclusive ABA value-added offer should contact the ABA directly on (02) 9954 9800 or via email webaudit@auditbureau.org.au.
CAB adds 41 new titles in latest release of audited distribution data
28 May 2010: The Circulations Audit Board (CAB), Australia’s leading organisation for auditing non-paid media, recently released circulation data for free and controlled distribution for the period ending 31st of March 2010. Over the last 6-months, the CAB has seen substantial growth in business and specialty publisher applications with 41 new titles including custom magazines such as Australia Today, Coles Magazine, BMW Magazine and Honda Magazine now achieving audited status.
The CAB data release delivers important insights into print circulation trends, and geographical and comparative analysis by industry sector for over 730 publications together with digital media metrics including websites and digital publications. CAB’s circulation data allows media buyers and advertisers to analyse both circulation and distribution data in order to assist informed business decision making.
The CAB reported on over 35million distributed audited copies which revealed some interesting trends. Compared to September 2009 Business and Professional titles decreased overall distribution by 0.26%, Specialty publications decreased distribution by 2.48% and Community Newspapers 0.84%. In the last 6-months, 41 titles have joined the CAB contributing 14.55% to the total distribution of audited titles. Out of the 41 new titles there were 8 Business & Professional, 25 Specialty and 6 Community Newspapers, with growth in the lifestyle, travel and tourism and motoring categories.
Through CAB’s online platform eData, members have access to the extensive and constantly updated database of audited data, and have the ability to create a variety of unique personalised reports and searches. This resource also allows visitors to download data for use in other applications.
In this challenging media industry environment, audited circulation figures are more important than ever. Gordon Towell, CEO of the CAB commented, “It’s fantastic to see more publishers becoming members and committing to an audit. It demonstrates that in these turbulent times, it is extremely valuable for publishers to be seen as credible and trustworthy to advertisers and media buyers, regardless of whether they produce print, web or digital publications”.
Towell added “independently audited media is the only credible media. Advertisers, planners and buyers are relying on audited circulation data to make sound buying decisions and assess the performance of media brands.”
Steve Allen, Managing Director at Fusion Strategy understands the importance of credible data in media planning; “media strategy relies on having insight, so audited figures deliver a great deal more than just lists of which titles are up and which are down. Our analysis of the figures give us the insight we need into how various demographics are trending, what level of discretionary spending is around in the population, how healthy is a particular category or sector.”
A recent survey of agencies and advertisers by the CAB confirmed that audited circulation data plays a vital role in media planning and purchasing decisions. Over 70% of respondents stated they used the information available on eData for media planning, and nearly 30% confirmed the information impacted on their purchasing decisions. The survey also revealed that over 90% of respondents said having access to audited figures was either very relevant or relevant to their business.
Contact the CAB by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information.
16th April 2010: The addition of another 20 sites in recent weeks has boosted the number of ABA audited websites to 120 entrenching the growing importance of audited web audience data in the local industry. The catalyst for the latest increase in membership is the growing advertiser awareness of the major impact on page impressions and session duration created by auto-refresh inflation.
New members who have committed to the accountability and transparency that audited data delivers include publishers such as Allure Media, DMG Radio and MCM Entertainment as well as niche publishers Campaign Brief and Gizmag.
Chris Janz, Managing Director, Allure Media commented “Despite being the most measurable medium, some web publishers have, for too long, engaged in tricks that artificially inflate audience numbers and means metrics can’t be trusted. The ABA audit provides much-needed transparency and ensures publishers compete on a level playing field. We’re proud to have earned our ABA green tick and know advertisers can now have absolute confidence in our audience numbers.”
Commenting on their recent commitment to the audit process Mohit Bhargava, Digital Product Marketing Manager, DMG Radio Australia added “Being audited helps reinforce our premium positioning online and places us among a group of trusted online publishers that are being proactive in instilling best practice in Australia. In addition, as an audited site, our advertisers can feel more comfortable with their investment in our media, this level of trust is important to our business.”
Key to the development has been the Digital Watchdog Committee which has proved an important forum for web publishers, advertisers and media buyers along with industry groups MFA, AANA and IAB to work together to set the standard for the delivery of transparent, comparable and credible audited web audience data.
Gordon Towell, ABA CEO, welcomed the addition of sites in the entertainment and music industry “The recent growth shows that web publishers understand the importance of providing independently audited data to their clients. Independently audited media is the only media that can provide media buyers and advertisers with credible and comparable data.”
March Audited Web data is now available through ABA’s eData online portal. Publishers can join anytime and have their audited web audience data published monthly on ABA’s eData portal and Nielsen’s Market Intelligence where all audited sites are listed with a Green Tick .
Contact the ABA by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information.
7th April 2010: The Circulations Audit Board (CAB) will be holding free workshops in Sydney on Tuesday and Wednesday, May 18 and 19, 2010 at CAB headquarters in North Sydney. The workshops are an opportunity for publishers to learn how they can take advantage of their audited status to maximise advertising sales.
The workshops will present information about the range of CAB’s audit services and how they can present a total picture of a brand’s audience and reach. Publishers will learn how easy it is to be audited and demonstrate their credibility to your advertisers. These workshops are designed to help publishers understand the vital role the CAB plays and the valuable service it provides to advertisers, advertising agencies and publishers.
When: Tuesday, May 18, 2010 or Wednesday May 19, 2010
Times: either 1.30pm -2.30pm or 3.30pm – 4.30pm
Where: CAB Head Offices, Level 8, 15 Blue Street, North Sydney, NSW, 2060
These workshops are provided free of charge, however space is limited so please reserve your place at one of these sessions today.
Call Claire Dollard on 02 8912 6006 or email: claire.dollard@auditbureau.org.au for more information on the workshops.
Conexus Financial set the standard with unique online audit of I&T News
31st March 2010: I&T News, the only ABA audited e-newsletter for the financial services industry, has grown 8 per cent in the last half-year, according to the latest figures from the Audit Bureaux of Australia [ABA].
The total monthly number of email newsletters being opened rose from 10,476 to 11,359, an increase of 883 or 8.43 per cent, said publisher Greg Bright, a veteran of the financial journalism industry. “The increase shows that I&T News is the trusted source for in-depth reporting and analysis for the superannuation industry.”
The Audit Bureaux of Australia [formed by the Circulations Audit Board and the Audit Bureau of Circulations] launched the Web audit service in June last year as Australia’s first independent auditing solution for digital media.
The first company to take up the service in the financial services publishing category was Conexus Financial, which publishes I&T News each Tuesday, says Debbie Wilkes, head of distribution at Conexus Financial.
“I saw a great opportunity to deliver our advertisers an independent document that backs up our own readership statistics,” she says. “There’s a lot of grey areas around on-line data collection and this allows us to back up our claims – as we do with our print advertising.”
“I also saw an opportunity to go one step further, and after discussion with Heather Craven and Alexx Cass at the Audit Bureaux, offered some extra information which is included in the audit certificate.
“We can show total transparency on the total opens, unique opens, and total and unique click-throughs on our weekly email newsletter, which reaches more than 6,000 industry professionals.”
“This most recent audit was up to February this year, and it’s very satisfying to see the growth in the product over six months since the August audit. It’s an invaluable addition to our media kit,” says Wilkes.
“No other online publications for the financial services industry are audited, and this will raise the bar in accountability and value-for-dollar in advertising,” Wilkes added.
Contact: Debbie Wilkes, Distribution Manager, Conexus Financial, debbie.wilkes@conexusfinancial.com.au, www.conexusfinancial.com.au
Special Promotion: Advertisers given access to ABC & CAB audited data
26th March 2010: The Audit Bureau of Circulations (ABC) and Circulations Audit Board (CAB) are partnering together with a unique special offer of access to ABC and CAB’s eData online resource. All publisher members of the ABC and CAB are able to offer their advertisers a no-obligation trial access to the eData portal.
“This important initiative acknowledges the strong link between our publishers and direct advertisers by enabling publishers to offer online access to ABC and CAB’s highly valued audited data to their advertisers” said Gordon Towell, ABA CEO. “There are a growing number of advertisers now insisting on the exclusive use of audited publications for their media spend to ensure the proper use of their funds and to have the comfort and certainty of verifiable data.”
Currently, eData allows ABC and CAB members to retrieve real-time audited data in convenient and easy to use formats. The information is reported every month for web, digital, email, and print data, and is updated quarterly. Now, and for a limited time, this access is being extended to advertisers who can register for access by simply going to www.auditbureau.org.au/edatatrial.
ABC and CAB data provides important insights into print circulation trends, geographical demographics, and comparative analysis by industry sector and across other metrics as well as digital media including websites and digital publications in order to assist informed business decision making.
Through this online platform, members have access to the extensive and constantly updated database of audited data, and have the ability to create a variety of unique personalised reports and searches. This resource also allows visitors to download data for use in other applications.
It has been confirmed by agencies and advertisers that audited circulation data plays a vital role in media planning and purchasing decisions. Over 70% of respondents stated they used the information available on eData for media planning, and nearly 30% confirmed the information impacted on their purchasing decisions. The survey also revealed that over 90% of respondents said having access to audited figures was either very relevant or relevant to their business.
For more information about this special offer please contact Claire Dollard on (02) 8912 6006 or by email at: claire.dollard @ auditbureau.org.au.
5th February 2010: It has been confirmed by agencies and advertisers that audited circulation data plays a vital role in media planning and purchasing decisions. This was the key finding from the recent survey conducted by the Audit Bureau of Circulations (ABC) and Circulations Audit Board (CAB), which attracted an impressive 24% response rate illustrating the collaborative relationship between the ABA and advertisers and agencies.
Over 70% of respondents stated they used the information available on ABA’s eData, an online platform used by members to access audited data, for media planning; and nearly 30% confirmed the information impacted on their purchasing decisions. Over 90% of respondents said that having access to audited figures was either very relevant or relevant to their business.
50% of ABA advertiser and agency users revealed they check publishers’ claims online via the ABA portal. Accessing audited print data was the most popular search, (89% ABC and 78% CAB viewed). However, almost half confirmed they were also viewing digital publications or web audited figures alongside print.
In this challenging media industry environment, audited circulation figures are more important than ever. Gordon Towell, ABA CEO comments “independently audited media is the only credible media. These results demonstrate that advertisers, planners and buyers are relying on audited circulation data to make informed buying decisions and assess the performance of media brands.”
The ABA sent the survey to over 540 advertiser and advertising agency members to learn what role print circulation and web traffic data plays in the media planning and buying process.
Steve Allen, Managing Director at Fusion Strategy understands the importance of credible data in media planning; “media strategy relies on having insight, so audited figures deliver a great deal more than just lists of which titles are up and which are down. It allows us to sit back and look from 40,000 or 100,000 feet at the various factors that may be influencing those figures. Our analysis of the figures give us the insight we need into how various demographics are trending, what level of discretionary spending is around in the population, how healthy is a particular category or sector.”
For further information please contact Heather Craven.
4th February 2010: The Board of Directors today issued a Publicity Correction regarding CAB member Convenience & Impulse Retailing magazine following the resolution of a publicity matter made by Retail Media.
In late 2009, advertisers in the grocery/food retailing marketplace were the subject of a series of emails and information pieces about CAB auditing, circulation and readership. Please read the Publicity Correction which clarifies the membership and audit status with the CAB of Convenience & Impulse Retailing.
For further information please contact Heather Craven.
22nd January 2010: A meeting yesterday between representatives from the MFA[1], the IAB Australia[2] and the ABA[3] resulted in a greater commitment towards standardisation and transparency of online audience metrics. Senior representatives of the three industry associations met in response to recent industry debate about online measurement metrics, in particular those of auto-refresh.
After discussion it was agreed to improve the development of rules and processes. The ABA’s Digital Watchdog Committee and IAB Australia’s Measurement Council will have representatives from all three industry bodies attend every meeting, ensuring greater collaboration and dialogue.
The meeting continued the work carried out by the three associations during 2008/2009 that culminated in the launch of the ABA’s web audit service in June 2009.
The meeting was attended by Gordon Towell, ABA CEO and Alexx Cass, ABA Digital Services Manager; Paul Fisher, IAB Australia CEO and Gai Le Roy, IAB Australia Programmes Manager; Kerry Field MFA Digital Sub-Committee Chair and Partner, Innovation and John Grono, GAP Research and MFA Research Committee Joint Chair.
Contact the ABA by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information.
[1] Media Federation of Australia
[2] Interactive Advertising Bureau of Australia
[3] Audit Bureaux of Australia
MFA puts online publishers on notice
December 16th 2009: In a letter sent yesterday, the MFA have asked their members to demand independently audited ABA web data from the online publishers they spend money with. Over the past 12-months the MFA was part of an industry-wide initiative to develop the ABA Web Audit and has been actively involved in the setting of rules that govern the audit and reporting process.
Gary Hardwick, MFA President comments "Our industry spends billions a year making media placement decisions and rightly so, our clients are increasingly looking for confidence in the decisions we are making on their business - this is why transparency and accuracy of data and information is mandatory.
The ABA audited web data process, without question provides this confidence and I encourage our industry to be extremely cautious about using numbers that have not agreed to undergo this process to make these commercial decisions. The truth is in the detail and for sites that are not audited, can we believe in the numbers?”
The letter identifies the areas of risk that the audit brings into focus and informs members of the MFA’s involvement in the setting of measurement and reporting practices relating to rich media; non-user requested content such as auto-refresh; the placement of tags and double counting issues. The MFA has identified these as important factors that put their clients’ investment at risk because they may be wasting valuable ad-spend on audience reach that doesn’t exist.
Gordon Towell, ABA CEO applauded the MFA on the initiative, “There has been a groundswell of support from the media industry following the launch in June. It has also become absolutely clear that media buyers and advertisers are now demanding the same level of accountability and comparability of web audience data as exists for print media. There is now no reason for any publisher not to participate given the low-cost to audit and the opportunity to provide credible information to their media buyers and advertisers.”
The ABA Web Audit rules and guidelines cover the application of the Nielsen measurement technology by audited publishers as well as rules relating to the reporting of audited data in accordance with globally agreed standards. ABA audited data will only report user-requested and user-focused data and will exclude automatic content such as auto-refresh pages, pop-ups, pop-unders, interstitials and auto-play rich-media.
Kerry Field, MFA Digital Committee Chair and Partner, Innovation, Mindshare considered it the right time to remind MFA members of the benchmark that has been set with the introduction of the audit best-practice. “MFA members have a right to demand all web publishers they deal with are ABA audited. The ABA’s role as independent monitor and auditor of online media gives media buyers greater visibility, confidence that only user-generated activity is reported as well as understanding of traffic fluctuations and other anomalies.”
There are a number of ways that measurement data using the tagging methodology can be manipulated. The release of these rules and guidelines and the audits conducted by the ABA ensures publishers data collection procedure are compliant and reported on a consistent basis – an important achievement for the online medium.”
The MFA is also supporting members with a series of information presentations in conjunction with the ABA during December and January.
CAB Member Westwick Farrow Media endorses Verified Recipient Audit with media release on December 15 2009
Sydney, Australia
December 15th, 2009
CAB’s new Verified Recipient Audit shows magazine reader engagement
Westwick-Farrow Media among first to undertake new audit – with robust result
Verified Recipients is a powerful new metric that has been introduced by the Circulations Audit Board (CAB), which reports people who have actively demonstrated an interest in receiving a publication by way of a personally requested subscription. It provides media buyers and advertisers with a better understanding and further transparency of the distribution of CAB’s Business and Professional publications.
While Verified Recipient reporting will be compulsory from March 2011, some publishers, like Westwick-Farrow Media are setting the benchmark by reporting their verified numbers in the just completed April-Sept 2009 audit period. Publishers who choose to commit to this level of transparency through a Verified Recipient Audit are showing marketers and media buyers they are confident in the value of their publications and the relationship they have established with their target audience.
“This new initiative by the CAB delivers an extra level of transparency to marketers and media buyers. We wanted to be among the first to report this data, as our verified numbers have always been strong due to the quality of information we offer to targeted industry and technology sectors” said Geoff Hird, Associate Publisher at Westwick-Farrow Media.
All 10 of Westwick-Farrow Media’s industry and technology-specific magazines now have verified recipient (personally requested) numbers in their audited figures. Hird was very happy with the initial results, with the percentage of personally requested readers ranging from 55% to 89%. “It confirms the value of our content and the targeting of our circulation programs, with magazines like Voice&Data and What’s New in Electronics showing over 85% fully verified recipients. People do not exchange their valuable business contact data unless they find real value on the information inside, so this new metric should give a new level of confidence to media buyers, and we encourage all business, specialist and professional magazine publishers to start reporting these numbers.”
About Westwick-Farrow Media
For more than 28 years, Westwick-Farrow Media has been a leader in B2B industrial and technology based magazine and digital media publishing in Australia and New Zealand. They publish a range of 11 B2B and specialist consumer magazines, 15 targeted websites, and 25 eNewsletters and most of their magazines will also be available in digital format by the end of 2010. Their WFevents division runs 5 industry focused conferences and exhibitions and a growing range of custom events.
Associate Publisher, Geoff Hird – ghird@westwick-farrow.com.au (02) 9487 2700
www.westwick-farrow.com.au
About the CAB
The Circulations Audit Board (CAB), founded and governed by a tripartite group of Publishers, Advertisers and Advertising Agency members in 1957, is a non-profit organisation created to ensure independent verification of media. The CAB provides audit services for print media, exhibitions, email newsletters, unaddressed distribution and digital media such as web sites and digital publications ensuring verification options are available to provide accountability for all forms of media advertising.
Director of Marketing & Communications, Heather Craven – heather@auditbureau.org.au (02) 9954 9800
www.auditbureau.org.au
ABA Web Audit members approve digital audit standards
October 9th 2009: The ABA’s Digital Watchdog Committee, formed following the launch of the ABA Web Audit Service in July, held its inaugural meeting on September 30, 2009. The committee members debated the standards by which online publishers are audited, and how web audience data is reported, and has subsequently released new measurement Rules and Guidelines.
The Committee has representation from a cross-section of large, niche, specialty and B2B publishers, and from the MFA’s Digital Sub-Committee and other leading agencies. They have established a framework for the ABA web audit to test publishers’ measurement process for compliance to the audit rules which bring into focus; measurement and reporting practices relating to rich media; non-user requested content such as auto-refresh; and double counting issues.
The rules and guidelines will cover the application of the Nielsen measurement technology by audited publishers as well as rules relating to the reporting of audited data. ABA audited data will only report user-requested and user-focused data and will exclude automatic content such as auto-refresh pages, pop-ups, pop-unders, interstitials and auto-play rich-media. In addition the rules define what constitutes a new page. The new rules directly address a number of industry concerns and set the standard for best-practice, delivering greater transparency and accountability for advertisers and media buyers.
Kerry Field, MFA Digital Sub-Committee Chair and Partner, Innovation, Mindshare welcomed the delivery of rules and guidelines that set the benchmark for the reporting of audited web audience data. “The ABA’s role as independent monitor and auditor of online media will give media buyers greater visibility, confidence and understanding of traffic fluctuations and other anomalies.
There are a number of ways that measurement data using the tagging methodology can be manipulated. The release of these rules and guidelines and the audits conducted by the ABA ensures publishers data collection procedure are compliant and reported on a consistent basis – an important achievement for the online medium.”
Gordon Towell, ABA CEO commented “The ABA Web Audit Service is the result of industry collaboration and consensus that will set a new standard for media reporting. It is also recognition of the need to deliver the same certainty for online that the ABC and CAB audits have provided in print for more than 77 years.”
Troy Martin, Commercial Director for CBS Interactive comments “CBS Interactive is a proud supporter of the ABA Web Audit Service. As online continues to grow its share of marketing spend, it is essential that the industry self-regulates and commits to the transparency of audit. We welcome the enhanced level of scrutiny in the market and the added trust it delivers to buyers and marketers.“
Neil Ackland, Managing Director, Sound Alliance comments “Now that it is mandatory for sites to cease counting auto-refresh to comply with the ABA Web Audit, this should hopefully eradicate the practice once and for all. Auto-refresh gives some publishers an unfair advantage because it artificially inflates traffic figures which in turn influences ad-spend. The new standards will ensure all audited websites are on an even playing field.”
ABA Web Audit Service builds momentum
September 25 2009: Publishers have raced to take advantage of the Audit Bureaux of Australia’s Web Audit Service, with the number of Australian online sites submitting for audit more than doubled in the last month with over three million unique browsers per month now audited. In an industry first, sites that have met the stringent measurement rules prescribed by the ABA now appear in the Nielsen Market Intelligence screens with a green verification tick to indicate they are ABA compliant and their traffic is being accurately recorded.
The ABA’s measurement rules cover which web properties can be included under a brand, site categorisation and tracking implementation, particularly in new rich media areas that attract the most risk.
At the recent Audit Bureau of Circulations AGM, Gordon Towell, ABC CEO commented,
“There is no doubt that the ABA Web Audit Service is filling a void for online publishers who are seeking to increase credibility and have a say in shaping the digital marketplace. For niche publishers it’s an opportunity to increase their visibility to media buyers and planners overall, while for larger publishers it’s a chance to display their commitment to accountability by having their current web traffic measurement processes validated by our audit.”
Publishers who have recently signed up with ABA’s Web Audit Service include CBS Interactive, Sound Alliance, Top Gear Magazine and Haymarket Media, as well as specialty sites such as Westwick-Farrow Media, LexisNexis, Sydney Star Observer and The Monthly. Together with other participating online publishers, including Fairfax Business Media, IDG Communications and Universal Magazines, the total number of audited sites now exceeds 70.
The IT category is leading the way with almost half the sites now audited by ABA. Davy Adams, Managing Director of IDG Communications applauded the introduction of the ABA Web Audit noting “that for the first time ABA’s independent scrutiny will hold publishers to the same standard. We are proud to take a leadership role in the delivery of transparent, comparable figures about the web and encourage all online publishers to commit to the same level of accountability.”
Carol Morris, Executive Director of the MFA said “ABA audited web data means media buyers can now focus on the planning process, rather than analysing data anomalies, knowing that the ABA Audit process has independently scrutinised and annotated any traffic discrepancies. The MFA encourages its media buyer members to give preference to audited media.”
Megan Clarken, Managing Director, Asia Pacific of Nielsen’s online division, stated: “Nielsen certainly recognises the role of independent auditing and we are delighted the ABA has taken the lead in driving that process. The number and quality of companies joining the ABA’s Web Audit Service is testament to the value of the service within the industry and the ABA Audit Symbol of Trust will no doubt continue to gain recognition amongst Nielsen’s Market Intelligence clients as a trusted source.”
Mr Towell, CEO also noted that the ABA will shortly be convening its first Digital Watchdog Committee meeting.
“As the Web Audit Service continues to expand its reach, it’s vital that we provide transparency to the ABA Audit process and provide an open forum regarding measurement rules compliance. We’re delighted that representatives from both publishers and agencies, including the MFA, have agreed to participate and contribute to ongoing discussions about online auditing.
“The inaugural meeting this month of the Digital Watchdog Committee will bring together senior representatives from agencies and publishers who will discuss topical measurement rules such as auto-page inflation and inclusion of interstitial ad pages. The ABA welcomes greater input from members who are committed to the audit process,” said Mr Towell.
August 18, 2009: Over the next few weeks CAB will be on the road taking the new Rules out to members and auditors through a series of workshops being held in capital cities around the country.
These workshops will allow members and auditors to understand the requirements of the audit process under the new rules take a look at the new website look and feel and learn about CAB’s new digital audit services.
At the same time we will be visiting with Advertising Agencies in each state to bring them up to date with the recent exciting changes.
Workshops commence with Melbourne, followed by Adelaide, Perth and Brisbane.
In Adelaide, Perth and Brisbane we are partnering with Publishers Australia who will be hosting a lunch to follow our workshops and to which we are inviting our members to attend.
Our dates and venues are:
Adelaide
When: Tuesday, August 25, 2009 – 10am-12noon
Venue: Hotel Richmond, 128 Rundle Mall, Adelaide, Phone: (08) 8215 4421
Perth
When: Wednesday, August 26, 2009 – 10am-12noon
Venue: Citigate Perth, 707 Wellington Street, Perth - Phone: (08) 9327 7000
Brisbane
When: Friday, September 11, 2009 – 10am-12noon
Venue: Park Regis, North Quay, Brisbane, Quay 3 Room, 293 North Quay, Brisbane - Phone: (07) 3013 7200
Please call Adrianne Chai on 02 9954 9800 if you would like to attend any session.
Launch of IASH Australia brings greater credibility for online advertising.
August 7, 2009: Twelve of Australia’s leading online advertising companies yesterday announced the formation of IASH Australia (Internet Advertising Sales Houses of Australia), the industry body that will take over the mantle from IANA to bring greater accountability for online advertisers.
Founding Members of IASH Australia are AD2ONE Group, Adconion Media Group, Digital Network Sales, Full Circle, Gorilla Nation Media, MaX Interactive, Multi Channel Network Pty Ltd (MCN), PostClick, Response Directive, 3D interactive (3Di), Tribal Fusion and Valued Interactive Media.
Members voted in Phil Duffield, Managing Director, AD2ONE Group as President of IASH Australia, Neil Fox, Director of Full Circle as Vice-President and Andrew Lockwood, Managing Director of PostClick as Honorary Treasurer.
The founding members of IASH Australia have adopted a constitution which enshrines accreditation through adherence to a Code of Conduct which will encourage best practice among Australian online advertising sales houses. The group will also work to increase advertiser and media buyer understanding and confidence in the sector, undertake research; and work with industry bodies such as the MFA to promote and advance online advertising and the Internet Advertising Sales Houses Industry.
The IASH Australia Code provides a formal framework for best practice for IASH Australia members to follow when dealing with advertisers, agencies, networks and site owners. The purpose of the Code is to give those buying, selling or brokering internet advertising space a clear understanding of the types of inventory which can and cannot be used when fulfilling an ad insertion order.
Through the Code, IASH Australia members will ensure online advertising placed via their networks does not appear on websites which could jeopardize advertisers’ brands. IASH Australia will work closely with ABC Australia to deliver a rigorous audit to ensure their members meet and adhere to the Code of Conduct.
The audit will ensure that the process implemented by each IASH Australia member complies with key elements of the IASH Australia Code of Conduct. The basic aims of the audit process will be to ensure that networks not collaborating with sites that jeopardize brands or are considered unacceptable.
Once the audit has been completed and in order to be accredited, sales houses will have to prove they have in-house methods of self-regulation and agree to random spot checks of publishers’ sites to confirm where ads are appearing.
Kerry Field, Partner – Innovation, Mindshare and MFA Digital Sub-Committee Chair said: “The MFA congratulates the online industry on the formation of IASH Australia and applauds the commitment by the Founding Members to the Code of Conduct audit, seeing it as an important step in the maturity of digital media.
“In today’s challenging climate, audited adherence to the Code of Conduct delivers greater accountability, transparency and confidence to media buyers at a time when media accountability is a high priority. The MFA has been an enthusiastic and active partner in the development process for this important breakthrough and will actively promote spend with IASH Australia members.”
Phil Duffield, Managing Director, AD2ONE Group and President of IASH Australia, said: “The great support from Australia’s leading internet ad sales houses and ad networks to form IASH Australia is proof of the industry’s maturity and commitment to advertisers and media buyers.
“With the independent assurance ABC Australia’s auditing of the Code of Conduct will provide, the sector can continue to promote growth and evoke further confidence from both advertisers and media buying agencies. IASH Australia accreditation through adherence to the Code of Conduct establishes a media industry accepted standard for participants to benchmark and for new entrants to market to meet.”
Gordon Towell, ABC CEO said: “The industry wide implementation of the Code of Conduct and rules of accreditation by IASH Australia demonstrates a strong commitment by advertising sales houses and ad networks to deliver transparency within their sector, inspiring trust and continued support from media agencies and advertisers.”
Founding Committee Members include Alex Littlejohn, Managing Director of Adconion Media Group, Dominic Elfer, Managing Director, MaX Interactive, Tim Johnson, Online Business Development Manager of Multi Channel Network (MCN), Jeremy Crooks, General Manager of Response Directive and Paul Davies, Commercial Director of 3D Interactive (3Di).
An Audit Sub-Committee consisting of IASH Australia members, MFA and ABA representatives has been setup to ensure the audit process remains relevant and robust in what is a rapidly changing environment. First steps for the Sub-Committee will be to confirm the audit process, key focus areas and timing for full compliance and completion of the initial audits expected to be completed by end of Q4.
About IASH Australia
The Internet Advertising Sales Houses of Australia founded by twelve ad networks and ad sales houses on August 6 2009 is a non-profit industry association created to encourage best practice among online advertising sales houses through the adoption of an effective code of conduct. IASH Australia also exists to promote the real benefits of the online advertising network business model.
About the ABC, founding member of the IFABC
The Audit Bureau of Circulations (ABC), founded and governed by a tripartite group of Publishers, Advertisers and Advertising Agency members in 1932, is a non-profit industry organisation created to ensure independent verification of paid circulation. The ABC is a founding member of the International Federation of Audit Bureaux of Circulations (www.ifabc.org).
CAB adds even more data on July 20, 2009
July 20, 2009. CAB has added new audited data to eData, CAB's online data access portal following the completion of additional audits and publisher's statement for the period ended March 2009.
A summary document titled 'CAB Data Addendum - July 20, 2009.pdf' is likned to this release and details the names of those publications that have been added to the data available through the web site.
CAB adds more data on June 30, 2009
June 30, 2009. Following the release of data for the period ended March 2009 through the new web site, a number of CAB members’ audited data and publisher’s statements have been received and have now been added to the database.
A summary document titled ‘CAB Data Addendum - June 30 2009.pdf’ is linked to this release and details the names of those publications that have been added to the data available through the web site.
Reporting Non-Compliance
In important element to the release of data is the notification of CAB members who have not completed the required reporting for this audit period.
These publications must not associate with the CAB in any manner, either through use of the logo or any claim to membership until they meet the reporting requirements of membership. All previous data being out of date must be totally disregarded to ensure potential advertisers are not misled.
A document titled ‘CAB Reporting Non-Compliance – March 2009.pdf’ is linked to this release and details the names of publications that have not submitted circulation statements or have resigned from the CAB or closed.
Please contact Heather Craven on 61 2 9954 9800 with any questions.
ABC announces major change to Average Net Paid Sales with addition of new Bundled Sales reporting
June 26, 2009. The ABC has updated its Rules by the introduction of a new category of reporting in Average Net Paid Sales and some operational amendments that were the result of a ballot endorsed by members in June and effective from July 1, 2009.
The introduction of the ‘Bundled Sales’ category addresses changes in consumer marketing and purchasing patterns, specifically where customers are offered in one transaction the opportunity to buy two or more products. This will provide the industry with greater understanding of consumer behaviour while delivering total transparency of the overall impact on Average Net Paid Sales.
The new category will meet the same stringent audit requirements, which underpin the ABC’s Average Net Paid Sales and will be reported as a percentage of Average Net Paid Sales alongside the existing categories of Accommodation & Airline Sales, Education Sales, Event Sales and Multiple Publication Sales.
Gordon Towell, ABC CEO explained, “The introduction of this new category of reporting, endorsed by members, ensures ABC’s reporting of paid sales increases in relevance and reflects the changing media marketplace. This rule change has been welcomed by the publishers and will help drive further innovation in marketing print media in Australia.”
The changes were the result of industry wide consultation and discussion by members, further clarifying the application of the Rules and adding greater rigour to the audit process. The ABC will release the first audited figures using the updated Rules on the 10th of November 2009.
The ABC’s Executive Committee formed a Rule Review Sub-Committee to consider the series of proposed changes to ABC’s Rules. The Committee met regularly through the first quarter of 2009 to discuss and debate the proposed changes. Following wider discussion and approval from both ABC’s General and Executive Committee the amendments were presented for final endorsement by members.
The changes to the Rules take effect for the July to September 2009 audit period.
Media buyers embrace ABA Web Audits.
June 8, 2009. A torrent of interest has kick started the ABA Web Audit Service following its launch at media industry events held in Sydney and Melbourne this week. With the Media Federation of Australia’s strong endorsement of the service the ABA has been inundated with interest from its advertiser, media buyer and publisher members with the first tagging of member websites underway.
The events held at the Australian Museum in Sydney on Tuesday June 2 and Melbourne Museum in Melbourne on Wednesday June 3 brought together more than 150 industry leaders to hear key industry luminaries talk and participate in panel discussions about the audit initiative and the future of web data reporting.
Media buyers including representatives from emitch, Fusion Strategy, Initiative, Mindshare, Mitchell Communications, OMD and SMV Group were keen to understand how swiftly this service could be rolled out across the industry highlighting the urgent need for an audited currency in this market.
Guests heard ABA’s CEO Gordon Towell provide details of the service, and a preview of ABA’s new eData portal that will report audited print and online data side by side for the first time. Gordon commented “the ABA has created new reporting that showcases the many channels that media providers utilise, recognising the speed of change in the media landscape and the demands of advertisers and media buyers to better understand the total audience picture.”
Gordon acknowledged the industry collaboration that brought the ABA to this milestone and heralded the development of a new ‘super-industry’ group bringing together all aspects of the industry including advertisers, associations, media buyers, publishers and technology partners to work together to set the standards for the future of online.
Paul Fisher, CEO, IAB Australia declared the “collaboration by the industry where Publishers, measurement providers and industry auditors work together to bring this service to market with the level of support and commitment in such a short time is proof of Australia’s unique ability to respond to the needs of the market. IAB Australia looks forward to continuing this process and engaging with the wider industry.”
Carol Morris, Executive Director, Media Federation of Australia noted that “audited media is vital to media buyers and the launch of this service with its low-cost entry will deliver the high level of accountability to the web that print media has enjoyed for 75 years. “
“Every media buyer and planner should demand audited web data. There are no excuses for online publishers not to get audited given how inexpensive the ABA’s Web Audit service is!”
Megan Clarken, Managing Director, Nielsen Online welcomed the ABA’s Web Audit Service describing it as a 360 degree service with Nielsen providing the accredited measurement platform. The ABA service opens up access to that platform to its members thus providing deeper participation across the market of the single currency, and finally, the ABA verifies the usage and reporting in accordance with industry standards ensuring consistency, accuracy and comparability for advertisers and media buyers.
Details of the service are now available from the website; www.auditbureau.org.au.
About the ABC and CAB – Founding Member of the IFABC
The Audit Bureau of Circulations (ABC), founded in 1932 and Circulations Audit Board (CAB) founded in 1957 are non-profit industry organisations governed by tripartite groups of Publishers, Advertisers and Advertising Agency members created to ensure independent verification of media. ABC’s primary audit services verifies paid circulation while CAB provides audit services for the print media, exhibitions and many other forms of media advertising. For more information, please visit www.auditbureau.org.au.
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
About IAB Australia
The Interactive Advertising Bureau (IAB) is the peak trade association for online advertising in Australia. As one of over 25 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace. For further information about IAB Australia please visit: www.iabaustralia.com.au
Australia’s media industry comes together for launch of ABA Web Audit Service on June 2, 2009
June 2, 2009 will see leaders from the media industry join forces for the official launch of the ABA Web Audit Service, creating a new standard for Australia’s online marketplace through the delivery of audited web audience data.
The ABA Web Audit Service is a first and the culmination of industry-wide collaboration between the ABA, their media provider members, the MFA , AANA and IAB Australia and will be celebrated by more than 100 industry leaders at the Terrace venue at the Australian Museum, Sydney CBD.
Gordon Towell, ABA CEO declared that “The 2nd of June, 2009 will be as important a date in the media industry as April 28, 1932 was when the ABC was first formed. Online publishing is becoming an increasingly important part of both old and new media with many print publishers now delivering content online and looking for the same certainty that an ABC and CAB audit provides their advertising clients.”
“The ABA Web Audit Service will create a level playing field for online publishers by ensuring consistent application and use of the technology from both the provider and publisher. ABA Members can now deliver that type of certainty to their clients, making it the new standard in online media.”
With endorsement from the industry in March this year, the ABC and CAB working together as the ABA have partnered with Nielsen Online to create a cost-effective and auditable web measurement solution created specifically for its ‘long tail’ members which will have currency and visibility with media buyers and advertisers.
Megan Clarken, Managing Director for Nielsen Online comments “The commitment from the industry and the ABA’s members to deliver comparable, accurate data is an important initiative. Nielsen Online is pleased to partner with the ABA to deliver audited metrics, delivering transparency and accountability for the online industry.”
The ABA Web Audit Service is being launched under the theme of ‘Numbers You Can Trust’ and guests at the function will learn more about the specific details of the service and hear from industry figures including Dr Stephen Hollings ABC Chairman and Director of Sales Strategy News Limited, Rob Yeomans, CAB President and Managing Director Rank Publishing, Paul Fisher CEO, IAB Australia, Carol Morris Executive Director MFA, Megan Clarken, Managing Director of Nielsen Online, and the ABA’s CEO Gordon Towell.
The ABA will reveal the new ‘eData’ portal which will display audited web audience data reported alongside audited print media data. This will allow media providers to showcase all of their channels in one location, allowing advertisers and media buyers to better understand their total audience.
Dr Stephen Hollings, ABC Chairman noted that “The ABA Web Audit Service will for the first time provide print and online reporting side by side in ABA’s eData portal. One of the key benefits of applying an audit process to the web is to provide advertisers and media buyers with the same degree of certainty that they have been able to gain from existing audited media. “
Rob Yeomans, CAB President added “CAB’s members who mostly represent niche sites welcome this initiative and the opportunity to engage directly with media buyers and advertisers and to present audited data about their audience in ABA’s new multi-channel format.”
Following the launch events on the 2nd and 3rd June ABA members will be invited to participate in the service through information packs containing full details of the service.
About the ABC and CAB – Founding Member of the IFABC
The Audit Bureau of Circulations (ABC), founded in 1932 and Circulations Audit Board (CAB) founded in 1957 are non-profit industry organisations governed by tripartite groups of Publishers, Advertisers and Advertising Agency members created to ensure independent verification of media. ABC’s primary audit services verifies paid circulation while CAB provides audit services for the print media, exhibitions and many other forms of media advertising. For more information, please visit www.auditbureau.org.au.
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
More Publishers seek accountability with CAB audit on May 7, 2009
Thursday, May 7, 2009 – Advertisers and Media Buyers will have access to even more information about free and controlled distribution publications with more titles seeking to prove their distribution claims with a CAB audit. The October to March 2009 audit period will feature new data from over 25 publications that have recently joined the CAB.
Gordon Towell, CAB CEO explained “We believe the interest in the CAB audit process has been building since the relaunch of CAB’s website in November last year. In addition, the release of CAB’s new Reporting Standard and the launch of the CAB/ABC Web Audit Service, the new service that will allow publishers to partner print distribution data and web traffic information through CAB’s online portal, eData, have generated a great deal of interest in media auditing.”
Chairman of the CAB, Rob Yeomans noted “In the past 18 months the CAB has completed an important review and revitalisation of its services, led by its Board which has been delighted with the response from members endorsing the new Rules and the recent influx of membership applications.”
“CAB’s ability to deliver audit services covering different media channels such as digital publications, exhibitions, email newsletters and unaddressed distribution and to provide this information in multi-channel or group report formats has undoubtedly been a contributing factor in the increase in interest.”
CAB has been proactive in its approach to unaudited media with a direct appeal to publications to commit to the accountability of audit, a move that has been supported by the Media Federation of Australia.
Carol Morris, Executive Director, MFA agreed that “In today’s challenging environment the accuracy, comparability and transparency of audited print media is a must. The MFA has been an active partner in the development of CAB’s rules and is encouraging its members to promote spend in titles that are prepared to undergo the rigour of audit.”
About the CAB
The Circulations Audit Board (CAB), founded and governed by a tripartite group of Publishers, Advertisers and Advertising Agency members in 1957, is a non-profit organisation created to ensure independent verification of total distribution. The CAB provides audit services for the print media, exhibitions and many other forms of media advertising. Visit www.auditbureau.org.au for more information.
ABC and CAB appoint Digital Services Manager on April 27, 2009
Monday, April 27, 2009 – The ABA has strengthened its digital team with the appointment of Alexx Cass to the role of Digital Services Manager effective immediately.
Alexx’s new role will focus on ABA’s existing digital services and will work with the industry to implement ABC and CAB Web Audit Services and explore other audit opportunities in the digital space.
Gordon Towell, ABA CEO, said ‘Alexx brings to the ABC a unique blend of experience, expertise and knowledge of the online measurement industry. The appointment recognises our commitment to the delivery of digital services to our publisher members and will help underpin the launch of our new web measurement service in June.’
Alexx has more than 10 years experience in the online industry, working in a senior role with Nielsen Online, leading web analytics and audience measurement conversations and is an experienced media and research professional. In that time he has helped pioneer new web analytics solutions for markets such as mobile and social media and has been recognised as an industry expert in online advertising, web analytics, audience measurement and research.
‘I am looking forward to the opportunity to introduce ABA members to web measurement and the delivery of greater transparency, regularity and accuracy that the new ABA audit service will bring to the online community.’ Alexx Cass said.
Contact the ABA by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information.
About the ABC and CAB – Founding Member of the IFABC
The Audit Bureau of Circulations (ABC), founded in 1932 and Circulations Audit Board (CAB) founded in 1957 are non-profit industry organisations governed by tripartite groups of Publishers, Advertisers and Advertising Agency members created to ensure independent verification of media. ABC’s primary audit services verifies paid circulation while CAB provides audit services for the print media, exhibitions and many other forms of media advertising. For more information, please visit www.auditbureau.org.au.
ABC Completes First Digital Out-of-Home Media Audit on April 27, 2009
Sydney - April 27, 2009 – Advertisers will for the first time have access to independently audited data on digital out-of-home advertising with today’s release by the ABC of the ‘Digital Display Coverage Audit’. The audit delivers verified data about the network coverage provided by the Office Tower Media sector for digital displays installed in lobbies and elevators of major office towers across Australia. The first audit has been conducted on the Inlink Media network.
With demand significantly increasing for digital-out-of-home media, the ABC ‘Digital Display Coverage Audit’ will now offer advertisers a new standard of accountability that can be expected from network operators.
Gordon Towell, ABC CEO commented “The ABC is pleased to welcome digital out-of-home media providers to the transparency and accountability that audit delivers to advertisers and media buyers. We applaud this proactive step taken by Inlink Media to set a standard for the industry, a sign of the growing maturity of this market.”
ABC and its media provider members consulting with the MFA and with input from leading digital out-of-home provider, Inlink Media, has established a standard for reporting in this sector. These standards will be audited to verify the placement and location of digital display screens as well as the primary metric driving audience measurement, which in the case of Office Tower Media is the total net lettable office area of each tower.
The audit, which was completed by ABC's digital division, the ABVS, reported a network serviced by Inlink Media covering 200 Office Towers featuring 1,032 Digital Display Screens servicing a total Net Lettable Office Area of 3,363,892 square metres. The audit represents the first information available to advertisers about the size and breadth of coverage available through a digital out-of-home media provider. The audit process involved detailed inspections of office tower sites, location of screens, verification of office area and confirmation of operator contracts.
Oliver Roydhouse, Managing Director, Inlink Media confirmed “We founded the Office Tower Media sector in 2001 and now operate Australia’s largest dedicated digital out-of-home media network. We have always been committed to leading the sector with investment in innovation and accountability. It was a natural next step for us to work with the ABC to establish credible quality standards for the Australian digital out-of-home market” commented Oliver Roydhouse, Managing Director of Inlink.
Kerry Field, MFA Digital Sub-Committee Chair and Partner leading Innovation at Mindshare said: “The MFA applauds the introduction of audit services for digital out-of-home media, recognising this as an important step in the maturity of the industry. In today’s challenging climate the addition of audited media for this sector will deliver greater accountability, transparency and confidence to media buyers at a time when media accountability is a high priority. The MFA has been an active partner in the development process for this important breakthrough for digital out-of-home media and is actively promoting spend in audited media.”
Scott McClellan, CEO, AANA confirmed: “The AANA support media providers efforts to deliver accurate, verified, and comparable data about their media and the launch of audits for this sector of the digital out-of-home market is important. The AANA look forward to working with the ABC, MFA and its members in improving and developing services in this area knowing that the integrity and confidence associated with the ABC brand will now be applied to digital out-of-home advertising.”
Contact the ABC by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information.
About the ABC – Founding Member of the IFABC
The Audit Bureau of Circulations (ABC), founded in 1932 is a non-profit industry organisation governed by a tripartite group of Publishers, Advertisers and Advertising Agency members created to ensure independent verification of media. ABC’s primary audit services verifies paid circulation but also includes audits for the digital sector including digital version audits and the new joint ABC/CAB Web Traffic Audit service. The Audit Bureau of Verificatino Services (ABVS) conducts ABC's digital division audits. For more information, please visit www.auditbureau.org.au.
About Inlink Media
Inlink is a national media company that uses state-of-the art digital display technology to deliver dynamic information, news and advertising content in the elevators and lobby areas of high rise office towers. Inlink provides tailored and highly effective advertising opportunities to reach high income business professionals in a distraction free environment. For more information, please visit www.inlink.com.au.
MFA Supports best practice in print accountability on Mar 17, 2009
The following letter was sent by the Media Federation of Australia to its members on March 17th 2009 by Carol Morris, Executive Director of the MFA.
Dear Members
MFA Supports best practice in print accountability
We are seeking your support to help us encourage greater support within your organisations for auditing titles.
Over the years the publishing industry has been supported by a very strong auditing process through the Audit Bureau of Circulations (ABC) and the Circulations Audit Board (CAB). You may be aware that in more recent times, a review of the rules was undertaken and implemented adding further transparency and strength to an already solid system.
In today's climate, greater accountability is demanded by clients and their media agencies which is why the MFA is continuing to work with the ABC and CAB to ensure that the auditing process is the best it can possibly be. As an industry we should all be actively promoting spend in titles that are prepared to undergo regular audits and thus supporting their efforts to demonstrate honesty and commitment to results.
When planning your next print campaign, we strongly encourage you to check that the individual titles are audited through the ABC or CAB. If they are, you can be assured that the information you are dealing with is accurate and that your ability to truly apply cost efficiency measures is sound.
If you have any questions about the auditing process, please feel free to email carol@mediafederation.org.au or visit the ABC and CAB website www.auditbureau.org.au.
Carol Morris
Executive Director
Australia's online community embraces the ABC and CAB, (ABA) on March 20 2009
Friday, March 20, 2009 - Sydney, NSW - Australia's online marketplace has been set a new standard for excellence with the launch of web traffic statistics reported through the ABA’s new Web Audit Service. The service will verify the correct placement and number of tags per page by online publishers and ensure that the web measurement system is capturing web traffic data accurately and reporting in accordance to industry agreed standards.
The service is the outcome of industry-wide consultation and collaboration between the ABA, their media provider members, the MFA, AANA and IAB Australia and will be a step towards reaching media industry standards for the reporting of web traffic statistics, thus increasing advertiser and media buyer confidence.
ABA’s involvement will be multi-layered providing a wide range of services designed to deliver greater accountability and transparency to the online industry including:
Gordon Towell, ABA CEO explained, “Our involvement in the delivery of audited website traffic metrics is an important milestone providing an industry benchmark that will give advertisers and media buyers directly comparable data when making their marketing decisions. Interestingly, these are the same driving forces within the print media that created the original ABC back in 1932!
This is the first time the ABC and CAB have joined forces to deliver a service across their memberships. By partnering with Nielsen Online, ABA members will now have access to a cost-effective and auditable web measurement solution which has currency amongst media buyers and will increase visibility of the ‘long tail’ to media buyers.”
Megan Clarken, Managing Director, Nielsen Online said: “Nielsen Online and the ABC and CAB share a common goal of driving transparency and accountability with the online industry, and we are delighted to be working together to support this important initiative. We are confident the new audited metrics will be welcomed by ABA members and give them greater confidence in circulation data.”
Carol Morris, Executive Director of the MFA said: “The MFA applauds the introduction of the ABA web traffic audit, seeing it as an important step in the maturity of digital media. In today’s challenging climate, the introduction of audited web traffic data will deliver greater accountability, transparency and confidence to media buyers at a time when media accountability is a high priority.
The MFA has been an enthusiastic and active partner in the development process for this important breakthrough for digital media and will actively promote spend in audited web media.”
The audit service will be a key component of the ABA’s joint offering with Nielsen Online which will be available to ABA members who are not currently using SiteCensus or Market Intelligence services. Existing Nielsen Online customers will also have access to ABA Web Audits.
Audited Nielsen Online data will be indentified by either an ABC or CAB logo on the Market Intelligence service. This arrangement will also apply as Nielsen Online roll out their new hybrid system. Audited print circulation data will be published alongside audited online data through the ABA’s eData portal, providing ABA publisher members with an opportunity to showcase the key elements of the audiences they service.
ABA members participating in the service will have access to website traffic information – including daily unique browsers, monthly page impressions, total sessions, page duration and session duration. The first reporting of audited data will begin on June 1, 2009.
Kerry Field, MFA Digital Sub-Committee Chair and Partner, Innovation, Mindshare added: “The ABA and Nielsen Online partnership is a noteworthy industry development that has the MFA's full support. Not only will it give agencies greater visibility of the long tail but also some reassurance, through the audit process, that the data collection procedure for each publisher conforms to the set guidelines and is reported on a consistent basis allowing direct comparability.”
IAB Australia has also invited the ABA to join its Web Measurement Council, bringing over 10-years experience and involvement in the setting of international web standards, through the IFABC, to the local industry.
Paul Fisher, IAB Australia’s CEO commented: “The online audit services provided by the ABA will add an important layer of accountability to online measurement. It will fit well beside the considerable work already completed by IAB Australia’s Measurement Council over the past 18 months, as well as the IAB’s recent auditing of Nielsen Online’s online audience measurement panel, and our collaboration with Nielson Online in its rollout of hybrid methodology in Australia.
“We’re also delighted to welcome the ABA to the IAB Measurement Council where they will collaborate to provide the Australian advertising industry with a world leading and industry best practice media measurement system,” said Mr. Fisher.
Scott McClellan, CEO, AANA confirmed: “Large advertisers depend on immediate access to accurate, verified, and comparable web traffic data which will create a level playing field with a single set of standards. The AANA take great comfort in knowing that the integrity and confidence associated with the ABC and CAB brands will now be applied to online advertising.”
Contact the ABA by phone on +61 2 9954 9800 or email to marketing@auditbureau.org.au for further information. Download a copy of the press release here.
About the ABC and CAB – Founding Member of the IFABC
The Audit Bureau of Circulations (ABC), founded in 1932 and Circulations Audit Board (CAB) founded in 1957 are non-profit industry organisations governed by tripartite groups of Publishers, Advertisers and Advertising Agency members created to ensure independent verification of media. ABC’s primary audit services verifies paid circulation while CAB provides audit services for the print media, exhibitions and many other forms of media advertising. For more information, please visit www.auditbureau.org.au.
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen Online and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
About IAB Australia
The Interactive Advertising Bureau (IAB) is the peak trade association for online advertising in Australia. As one of over 25 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace. For further information about IAB Australia please visit: www.iabaustralia.com.au.
IANA appoints the ABC as the Interactive Ad Networks Auditor on February 6, 2009
Friday, February 6, 2009 – Sydney, NSW – The industry body IANA, (Interactive Ad Networks of Australia), today announced the launch of a new accreditation and compliance programme for its members utilising the services of the ABC, (Audit Bureau of Circulations).
The ‘IANA Compliance Audit’ has been developed through a consultation process involving ad networks, the ABC and Media Federation of Australia to support advertisers who use Australian interactive ad networks ensuring stringent self regulation of ad networks that adopt the code.
The rules for ABC accreditation focus on confirming that each IANA member employs in-house methods of self-regulation that meet the requirements of the Code of Conduct. The Code requires commitment to proactive efforts to ensure clients inventory is protected from undesirable content. There will be random spot checks of publisher’s sites to confirm where members’ content is appearing.
No advertising network will be able to claim compliance to the code until audited and certified by the ABC. If there is a breach of the code by a member then IANA will agree appropriate action and publicity.
Dominic Elfer, Managing Director of MaX Interactive and Chairman of IANA comments; “Ad Networks are an important element within the online advertising industry servicing both publishers and advertisers. With the independent assurance ABC’s new compliance audit will provide, the sector can now promote growth and evoke greater confidence from both advertisers and media buying agencies. IANA is pleased to build on the relationship it has enjoyed with the ABC.”
Gordon Towell, CEO of ABC said; “The launch of this service further expands the ABC’s commitment to the online industry and IANA is to be applauded for its proactive approach to the management of inventory to protect advertisers from undesirable content. Self governance combined with industry owned independent verification will give advertiser and agency members’ greater confidence and accountability.”
Carol Morris, Executive Officer of the Media Federation of Australia (MFA) added; “We welcome the introduction of the ABC audit to verify ad network compliance to the IANA Code of Conduct. The ABC audit and IANA members’ commitment to compliance will deliver increased transparency for online ad sales at a time when accountability is a high priority.”
Scott McClellan, CEO of the Australian Association of National Advertisers (AANA) congratulated the ABC and IANA on the commitment to advertisers and the protection of their brands. He added: “Increasing credibility and transparency to the ad sales process can only be beneficial to the industry. We encourage the widest possible participation in the audit process.”
About the ABC – Founding Member of the IFABC
The Audit Bureau of Circulations (ABC), founded and governed by a tripartite group of Publishers, Advertisers and Advertising Agency members in 1932, is a non-profit industry organisation created to ensure independent verification of paid circulation.
About IANA
The Interactive Advertising Networks of Australia (IANA) is a non-profit industry association formed to develop, promote and advance Australian interactive advertising networks, an increasingly important segment of the online advertising marketplace. IANA members include: AD2ONE, COGS Media, MaX Interactive, PostClick and 3D interactive (a Q Ltd group company).
For further information, contact Heather Craven, phone 02 8912 6001. Email: heather@auditbureau.org.au
CAB Adds Even More Data on January 22, 2009
January 22, 2009 – The CAB has added new audited data to eData, CAB's online data access portal, following the completion of additional audits for the period ended September 2008.
A summary document titled ‘CAB Data Addendum - Jan 22 09.pdf’ is linked to this release and details the names of those publications that have been added to the data available through the web site.
CAB introduces new By-Laws effective from January 5, 2009
January 5, 2009 – CAB's Board of Directors issued new By-Laws that came into effect on January 5 2009. The By-Laws are companion to CAB's Rules which were approved by members in September 2008. The By-Laws regulate the day-to-day operation of the CAB and its member's actions and cover areas such as the requirements for Auditors, Audits and Reporting, general Membership requirements and CAB's new Publicity By-Laws.
To assist Members understanding of the new Publicity By-Laws CAB has released a Guide to Publicity Claims available here as well as from the Audit Tools area of the website.
CAB adds more data – Nov 18
Hit by the Truth – Nov 11
CAB Constitution & Rules – Australia wide education/consultation workshops – Sep 26
ABC & CAB appoints Director of Audit Services – Sep 22
ABC launches vibrant new look and direction at 76th AGM in Sydney – Sep 15
ABC and CAB appoint new Chief Executive Officer – Aug 7
ABA Launches Mobile Website to Help Protect Advertiser Dollars
The Audit Bureaux of Australia (ABA) has launched an innovative online tool that allows advertisers, media buyers and business owners to quickly check a publication’s audited circulation data, to help advertisers make safe and informed decisions when purchasing media ads.
Newspapers Embrace New Rules For Reporting Day-of-Week Sales
11 November 2011 -The Australian, the Daily Telegraph and the Herald Sun together with APN News & Media’s entire stable of regional daily newspapers are among the major newspapers that have begun voluntarily reporting their average sales numbers for each day of the week, the Audit Bureau of Circulations (ABC) announced today.
CAB Elects Advertising Agency Representive To Lead New Board
7 October 2011 -The Circulations Audit Board (CAB) highlighted the importance of the protection of advertisers and media buyers with the return of an advertising agency representative as President at the CAB’s annual general meeting held in Sydney on Thursday October 6, 2011.
CAB Calls on Advertisers to ‘Count On Us’ in new Advertising Campaign
5 August 2011 - The Circulations Audit Board has launched its biggest-ever awareness campaign to promote the importance of audited media with the support of CAB members through the roll out of ads across over 800 CAB audited print publications in September.
CAB Conference Here to Stay
28 July 2011 - The Circulations Audit Board’s inaugural Accountability in Ad Spend conference brought together its community of media buyers, print and digital publishers to discuss sex, auditing and macarons with roaring success this month.
Australian Businesses Losing Millions Through Media Scams
11 July 2011 - Australian businesses are losing more than $29 million annually as a result of media scams, with small and medium businesses bearing the brunt of the losses. The Circulations Audit Board (CAB), who is hosting the upcoming Accountability in Ad Spend conference on 21 July, has identified the millions lost each month.
ABC Launches Landmark New Rules to Increase Transparency and Accuracy of Print Sales Data
1 July 2011 - The Audit Bureau of Circulations (ABC) has today launched significant new rules for the auditing and reporting of sales data for print publications, encompassing changes to deliver day-of-week reporting for newspapers, voluntary reporting for all publications and updates to the auditing and reporting of sales categories.
CAB Launches Major Review of Exhibition Auditing
27 June 2011 - The Circulations Audit Board (CAB) has launched the first major review of its exhibition audit rules and guidelines in more than six years, forming a committee of industry leaders to review the existing rules and bring them in line with current market needs.
