Agencies Need Educating Says ABC Electronic

Media buyers and owners have a good understanding of what electronic media measurement companies do, but further education is required to improve this understanding, according to research carried out by ABC Electronic (ABCe).

The research shows that the best known auditors were ABCe (93%), Web Trends (66%) and Nielsen/NetRatings (55%). 98% of media owner respondents correctly associated ABCe with auditing, but 19% associated it with counting and 12% with research.

According to ABCe, this highlights the need to inform the industry of the difference between auditors, counting solution providers and researchers and the company has launched a series of training courses aimed to raise awareness of what it does.

Richard Foan, managing director of ABCe, said: “If we continue to help media owners and media buyers learn about the benefits of net accountability I’m sure we will see even more media owners committing to audits and other forms of new media measurement. This way we will continue to raise the standards and ensure the internet continues to grow its share of the media mix”.

The research also found that 60% of media owner respondents said they already audit their websites and among those that didn’t, 56% said that it was due to lack of demand and 21% said that it was due to lack of understanding from advertising planners and buyers.

Earlier in the year, ABC Electronic has completed its first audit of an email publication, meaning that the online publishing industry could soon become as accountable as the magazine and newspaper industries (see First E-Mail Audit Completed).

ABCe: 01442 870800 www.abce.org.uk

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