23 September 2008

ABCe launch new Enhanced Certificate

Industry-owned digital auditor ABCe has launched a new initiative that, for the first time, brings together ABCe certified traffic data with validation of the research methodology used to gather site-centric sample-based visitor profile data, in a move to add greater transparency to measurement of the internet.

The announcement follows successful pilots conducted with research consultancy Survey Interactive and comes with the backing of JICWEBS (Joint Industry Committee for Web Standards) which has approved the open standards of the methodology for industry-wide use.

The development allows media owners to undertake an ABCe web traffic audit, based on site-centric transactional data, and report this alongside user demographic, lifestyle and media usage data gained from an on-site survey. User data captured from the on-site survey can include country of residency, age, gender, social grade, together with additional standard profiling information, including postal code, marital status, ITV region and media consumption.

Based on open standards and available to all research firms, JICWEBS has approved the on-site questionnaire for comparability with industry agreed research practices and industry tools such as JICPOPS and IPA TouchPoints. ABCe will audit that methodology standards are being met for the research to bring transparency and clarity to the process.

Survey Interactive pioneered the initiative with ABCe and is the first research company to offer this service to publishers. As part of the developments Survey Interactive has joined the ABCe Associate Subscriber Scheme that enables suppliers to the media industry to demonstrate their support for industry agreed standards.

Richard Foan, managing director of ABCe, said: “The initiative represents a significant shift for many media owners with vertical, niche and specialist properties, who, until now, have been off the radar of sample-based research. The integrated audit complements the web measurement approaches already out there and will further add to our understanding. By combining web traffic audits with visitor profiling methodology, media owners, agencies and advertisers will be able to plan media campaigns in a more transparent way.”

Guy Lipscombe, managing director of Survey Interactive, said: “Survey Interactive approached ABCe with the proposition of combining a web audit with research-based data and we are delighted it has come to fruition. The initiative with ABCe and backed by JICWEBS takes measurement of the internet to the next level where transaction data is put into context with visitor profiling information. We are confident that the move will give media owners, agencies and advertisers better insights for maximising return from marketing investment.”

Lynne Robinson, research director of IPA, said: “The IPA welcomes this new initiative which will give buyers much greater detail on who uses each website. The harmonisation with IPA TouchPoints will allow these data to be linked to give a wider, multimedia perspective.”

Guy Phillipson, chief executive of IAB UK, said: "There are thousands of great niche sites out there who will now get considered for the media plan thanks to this excellent partnership.”

For further information please contact: Mark Barber / Tom York / Laura Emmerson Eulogy! Tel: +44 20 7927 9999 Email: abc@eulogy.co.uk

About ABC & ABCe

ABC is a non-profit distributing organisation owned by the media industry, tasked with promoting trust by providing robust currencies on which to trade media in the UK and Ireland.  ABC certifies and provides audit services to verify the circulation figures of newspapers and magazines, attendance at exhibitions and performance data across a wide range of digital media (including websites and email) through ABCe. 

ABC is governed by a Council of permanent and elected representatives including media owners, media buyers, advertisers and representatives from industry trade bodies.  Any changes to rules and regulations are instigated and agreed on by these industry representatives including ISBA, IPA, PPA, NS and NPA, to ensure the needs of the media industry are met. 

ABCe’s role is to manage standards for the industry through its work with JICWEBS, the Joint Industry Committee for Web Standards, and to provide credibility, comparability and transparency for digital media.  www.jicwebs.org

ABC was first established in the UK in 1931, is a leading founder member of the International Federation of ABC’s (IFABC), and is one of the largest media audit bodies in the world.  ABCe was established in 1996, and is leading an international network setting global standards for electronic media, delivering global measurement standards for local markets through its work as Chair of the IFABC web standards group. www.ifabc.org

For further information please visit www.abc.org.uk  or www.abce.org.uk

About Survey Interactive

Survey Interactive is a full service research consultancy operating from offices in central London. The company offers a broad range of internet consulting and research services to clients in both B2B and B2C market sectors.

Survey Interactive has unrivalled expertise in the area of website visitor profiling and audience measurement. The company’s proprietary audience measurement approach provides clients with de-duplicated reach and frequency capabilities within individual sites and across client networks with support for cross media planning across print, broadcast and online.

Other areas of expertise include advertising, brand, media, product testing and satisfaction research. Survey Interactive manages a number of custom online panels for major blue chip clients and can provide access to over one million consumer and B2B respondents worldwide.

For further information please visit www.surveyinteractive.co.uk