Trust and online measurement
Richard Foan, Group Executive Director, Communication & Innovation, ABC
Engaging with digital is a way of life. Whether it’s via tablet, mobile or laptop we are all never far away from accessing the Internet. In our 24-hour world the opportunity to dip in and out of content on the go, desk side or at home has proved irresistible. But the attraction of digital – its’ dynamic nature and myriad of access points, raises challenges when it comes to demonstrating performance.
Digital is often touted as the most measureable and therefore accountable medium. Whilst digital is certainly infinitely countable it can also seem infinitely complex. Fortunately the key building blocks are available to make measurement transparent, accurate and comparable.
This means choosing a methodology that can capture your performance accurately and working with industry agreed measurement standards to demonstrate your baseline performance.
The challenge of measuring a fragmented audience
In the traditional print world copies are distributed in a fairly fixed and uniform way. Aside from some special editions most copies of a printed edition, be it newspaper or magazine, have virtually identical editorial and advertising content. Copies are distributed in routine ways. Circulation is measured in a standardised way. Digital works differently. Consumers operate in increasingly fragmented ways. They choose to access content from multiple devices – their laptop, mobile or tablet. They move around and choose to access content in multiple locations - work, home, on the move. They choose to engage with that content in different ways – via social media, search engines, by subscribing to it. The variables can seem almost endless.
In a world of increasingly fragmented audiences and segmented media habits, census information becomes key for planning communication, as it is able to identify traffic across geographical regions at an individual unique browser level. And because census methodology works at the individual browser level it is able to provide rich detail, including reporting the long tail of users accessing niche interest content.
Trust through industry agreed standards
Equally important is that advertisers have a universally recognised set of industry-agreed principles to work with, underpinned by verification that these principles have been met. We work with the industry to agree the standards to which data is prepared and reported. That means that whatever channels you work with, if you are certified to industry standards, everyone - advertisers, agencies, investors, management alike, can be confident that they are basing their commercial decisions on sound data that meets an internationally recognised benchmarks of transparency.
In a complex and constantly evolving media world there is one constant; there are still only 24 hours in a day. Your ABC certificate, showcasing your brand performance, helps cut through the complexity and vast array of information available to give decision makers data they can trust.