New app traffic metrics support industry developments
ABC has today announced the launch of new metrics, agreed by JICWEBS, to measure and evaluate online app activity. These new metrics, follow dialogue with media owners and media buyers, deliver increased options for reporting traffic driven through apps. These changes offer greater transparency to the market, making it easier for publishers and advertisers to access vital information on reach and consumer engagement for this new channel.
App traffic certification is available now. Media owners have a variety of options for reporting App traffic, enabling them to showcase data in the way that best suits them. Media owners can either display their figures on a Web Traffic Certificate, which enables them to report app traffic alongside other online website traffic, or on a separate Certificate of App Traffic. Additionally data reported on the Certificate of App traffic can be included within a Group Product Report, which allows publishers to showcase their brand performance across a range of media channels.
The new metrics complement the recent developments in the reporting of both consumer magazines and regional newspapers digital editions. Publishers have the option to report digital editions delivered via the iPad from audit periods starting January 2011. Many publications have chosen to report digital editions on the new Cross Platform Certificate for the Jan-June audit period with figures released in August. Short period audits are available to publishers if they wish to report circulation earlier.
Richard Foan, Group Executive Director of Communication and Innovation, ABC said, “We are constantly working with the industry to ensure that we deliver the measurements that they need. The pace of the digital world is reflected in our continuous innovation including bringing new channels into our certification process. This will enable media owners to highlight the growth of their smart device apps while at the same time allowing advertisers to gauge their popularity and measure client campaigns accordingly. This is an important development for the industry and extends the ABC stamp of trust to a fast-growing channel that is becoming increasingly important to both publishers and advertisers.”