ABC Electronic Bags BSkyB For Web Traffic Audits
BSkyB has agreed to have its three main websites, Sky.com, Sky News Online and Sky Sports, audited on a monthly basis by ABC Electronic, in a move that marks a significant step forward for supporters of industry agreed standards for the reports in web traffic.
The online audits begin immediately and will provide ABC Electronic with certified data for page impressions and unique users for Sky.com, as well as special ‘breakout figures’ for Sky News Online and Skysports.com.
It is understood that BSkyB is only the second major media company to sign up to monthly web traffic audits. The first was Guardian Media Group, which has been publishing monthly reports for some years. GMG also recently agreed to publish a geographic breakdown of its readers on a quarterly basis (see Guardian Offers Location Specific Web Advertising).
Commenting on the move, Richard Foan, managing director of ABC Electronic, said: “With share of marketing spend online growing there is an even greater need for advertisers, media buyers and other stakeholders to be presented with clear and transparent data on the value of their online investment.”
Scott Deutrom, head of sales at BSkyB, added: “As a leading brand with a significant online presence, we recognise the importance of supporting industry standards and delivering third-party audited data to help promote the Internet as an effective and accountable marketing communications channel.”
Earlier this year ABC Electronic published research showing that media agencies are increasingly looking to the industry standards in place for measuring electronic media to justify their online buying decisions. The study found that 90% of media buyers want independent third party verification of a website’s traffic claims when planning their online media spend (see Media Buyers Support Increasing Online Accountability).
ABCe: 01442 870 800 www.abce.org.uk
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