ABCE Proves Value Of Online Audience Measurement
ABC Electronic (ABCE) has unveiled research underlining the value of its verified web traffic figures in justifying online investment.
The new research into the views of media owners and media buyers was conducted by Benchmark Research on behalf of ABC Electronic, showing that verified useage figures for websites are widely recognised as an important factor in booking adspace.
Media buyers questionned by the research highlighted the need for “comparable and independent” traffic figures in the buying process, with the data of great use in substantiating their decisions and recommendations to advertisers.
94% of media buyers questioned by the research regarded verified ABCE figures as “critically or very important” in order to validate media owners’ claims, while 64% of buyers saw ABCE figures as “critically or very important” in justifying buying decisions.
Yet more kudos was heaped upon ABCE by those questionned, however, when asked about the reliability of the ratings body’s research, with 8 out of 10 media buyers stating that an ABCE certificate is a “mark of quality and integrity.”
Other findings made by the research include 86% of media owners claiming that ABCE figures are valuable to their brand, while three quarters of media owners questionned use ABCE certification in their marketing materials.
Furthermore, 75% of media owners specifically mention ABCE in their media pack wording, while 91% state that it is important for ABCE to raise industry standards through its work as secretariat of JICWEBS.
Commenting on the findings, Richard Foan, managing director of ABC Electronic, said: “It’s very encouraging that media buyers are using industry standard independent certification to justify their buying decisions, and this demand for accountability will continue as the proportion of marketing budgets spent online increases. A number of buyers have told me that they now open conversations with media owners with the question ‘do you have an ABC Electronic certificate?’, and we look forward to this happening across the board as media owners deliver a trusted medium to advertisers.”
ABC Electronic: 01442 870 800 www.abce.org.uk