GCap To Provide Audited Text And E-mail Stats

GCap Media has become the first broadcaster in Britain to allow independent audits of its SMS and e-mail databases, signing up to allow ABC Electronic (ABCE) to verify its data.

The company hopes to send a “clear message to the mobile market” with its pledge to keep accurate data, providing “credible data” to support its opt in SMS database.

The ABCE audit verifies the Total Registered User Accounts for SMS and e-mail, helping GCap to prove the size of its audience when using those channels with advertisers. A full breakdown of the broadcaster’s figures for web traffic, e-mail and SMS audits can be accessed via the ABCE website.

Explaining the significance of the move, Giuseppe Troisi, interactive consultant to GCap, said: “Each of the web sites, online radio, video products, and now SMS and email databases, are audited. They all offer attractive routes for advertisers to reach a diverse consumer audience, and should all meet the standard criteria buyers and advertisers are used to in the traditional media world. Certification enables us to help grow trust in SMS and e-mail, to add reassurance to our advertisers that they are all credible and powerful channels.”

Richard Foan, managing director of ABCE added: “By delivering audits for site traffic, email and SMS databases GCap can readily promote the media channels it offers advertisers, using industry standard data. SMS and email continue to be an attractive route for advertisers, and this data will help GCap to promote their credibility and flexibility.”

The popularity of text messaging in Britain is continuing to rise, with the latest figures from the Mobile Data Association (MDA) demonstrating a whopping 2.63 billion texts were transmitted during May, an increase of 20% year on year (see Texts Continue To Rise Throughout May).

GCap Media: 0207 663 7000 www.gcapmedia.com