stuart wilkinson - media audit and brand consistency - metrics and trends from magazines and...

Media audit and brand consistency - metrics and trends from magazines and newspapers all over the world

Stuart Wilkinson, MD EMEA, BPA Worldwide

swilkinson@bpaww.com

About BPA Worldwide

Established 1931, USA A founding member of IFABC Tripartite & Not-for-profit Regional Advisory Boards & Technical Committees Global: 30+ countries. Offices in US, Canada, UK, UAE, China. 120+ staff 2000 “Brand” members, 2700+ media channels audited annually 2500+ client/agency members 36% of members outside the USA >50% new member applications are non-US

What is an audit bureau?

An independent audit bureau is a requisite for a credible and professional advertising industry. It also establishes a nation as a genuine and believable participant in the world of international advertising.

Develop standards and procedures for reporting volume and categories of media distribution

VerificationInformation CentreImprove the data gathering and reporting

practices of the media industry

What is IFABC?

The International Federation of Audit Bureaux of Circulations (IFABC) is a voluntary cooperative federation of industry-sponsored organizations established in nations throughout the world to verify and report facts about the circulations of publications and related data.

IFABC Audit organizations in the IFABC Audit organizations in the world:world:

•BPA Worldwide•Hong Kong ABC•ABC India•ABC Japan•ABC Korea•ABC Malaysia•MCS Singapore•ABC Taipei•SPAC

•BPA Worldwide•OAK Austria•CIM Belgium•OБTБ Bulgaria•ABC CzRep•DO Denmark•LT Finland•OJD France•IVW Germany•Matesz Hungary•CSST Italy•HOI Holland

•BPA Worldwide•ABC US & Canada•CAC USA•IVM Mexico

•ABC Australia•NZ ABC

•IVC Argentina•IVC Brazil

•MK Norway•ZKDP Poland•APCT Portugal•BRAT Romania•NCS Russia•ABC Serbia•OJD Spain•TS Sweden•WEMF Switz•ABC UK

IFABC Members Active in Top 10 GDP Countries

Is there an international standard?

There is no international standard. A constant dialogue towards harmonisation exists, however.

Reasons for no single standard include: Legacy rules Local taxation and subsidies laws Remits restricted to print only (ie not digital) Operational infrastructure of audit system Sophistication of Market to use complex data Monopolisation of publishing practices / principles or service providers Culture of transparency Etc……

How do audit standards develop?

Tripartite Body of Publishers, Advertisers, Agencies Sometimes includes national associations Majority voting by advertisers/agencies or

publishers Rules develop by industry consensus Rules are not fixed, they evolve as media

evolves and can react to change IFABC members share experience

BPA Worldwide

Example of an audit bureau’s development in multi-media

landscape

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BPA’s development is much like many of yours. As an industry association we reflect the trend.1931 we were created to audit distribution of:

For 65 years that’s what we did!

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We were one of the earliest IFABC members to measure websites (1996)

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We started to join the dots: Integrated Audit (1997)

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We introduced Magazine/Newspaper Print + Digital reporting (2001)

Digital Editions

Digital edition of member magazines, journals and newspaper brands audited in BPA’s year ending June 2011:

550

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We advanced to Print / Interactive, powered by Nielsen - “An Inclusive Service” (2008)

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LOGIN PAGE - SITECENSUS

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SITECENSUS - CORE

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EXECUTIVE SUMMARY - B-to-B BREAKDOWN BY CHANNEL

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DAILY BREAKOUT – PAGE IMPRESSION

BPA Interactive:

611 member sites tagged288 member sites reporting live data2,264 registered media buyer users

Web Audits: Analytics are Not Audits

Consider the negative effect of “undercounting”….. 250 sites studied 95% had not tagged every page and of those 20% of pages were untagged.

Consider the threat of “traffic generators” that artificially boost traffic but in irrelevant markets to your brand.

Are the web team held to the same level of internal account as the circ team always were?

Is there a level playing field in this medium?

Web Audits – where are they going?Next generation audit solutions must provide the WHO to the

WHAT. It must do so by demographic and market sector in a

comparable way.Options include data-driven analytics like BIZOGRAPHICS or

survey techniques such as Nielsen’s Market Intelligence. In addition Systems Certifying of Ad Servers and other back

office technologies will grow.See more on bpaww.com/interactive

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Qualified User?

Advertiser Demand is Shifting From volume only, to clicks, to who is using the site

Demographic quality is imperative.Next generation audit solutions must provide

the WHO to the WHAT.It must do so by market sector in a comparable

way.

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Survey - Overview

Users continually tracked across sites

Understand survey response by site/categories

Build a custom user profile

Invisible tag

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Site Analytics

Invisible tag

AutomaticMatching

Survey

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Bizographics – What are they?!

Business demographic statistics on visitor activity across member websites.

IndustryJob Function Seniority

Company Size

Geographic Location

EducationGender

They cover several informational dimensions:

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…but how do they know?

Implicit Data:Data drawn directly from the browser.

Biggest pool of sources, but limited usefulness.

Explicit Data:Information provided by member sites called Data

Providers.

Smaller pool, but the most valuable, quality information.

Default Data:Defaults set for sites with homogeneous visitor

population.

Raises the question of certainty, but they are tested first to be sure.

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We re-imagined our future with Brand Audit Reporting (2010)

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And we are moving towards:Integrated Brand Reporting (2011….2014(?))

Brand Report, the aim:

To help a publisher demonstrate they can deliver their quality editorial content and productions at different times, in different volumes and across different channels that correspond to the marketer’s objectives.

Can you data prove how your multi-media brand can contribute by taking a qualified audience through a client’s marketing and sales communications programme?

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Brand Audit

To-date 13 released with integrated databases reporting net unique recipients.(6 repeats for a total of 19)

In addition, 2 released based on gross recipients only.

What were 15 members of BPA have become 80 channels of media we are measuring.

We are seeing 5 channels on average per brand. An additional 5 are in progress representing 48

channels.

What the Brand Reports reveal:

Thus far we note a 32% uplift in proven audience when measuring BRAND vs MAGAZINE only.

Prior to the Brand Audit publisher had no authoritative independent way to prove their impact in their community.

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Conclusions:

We are shifting focus from a print-centric to a multi-platform service.

We are offering an expanded range of services to our existing member bases.

We will continue to increase the demand for good measurement data.

We are broadening our offerings to address marketers’ continued demand for more accountability.

THANK YOU

SWILKINSON@BPAWW.COM