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The Electronic Media Picture Richard Foan ABC ELECTRONIC

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The Electronic Media Picture Richard Foan ABC ELECTRONIC Powered By Docstoc
					  New Media
 Accountability

  Richard Foan
ABC ELECTRONIC
         Overview

• Browser
• IP address    Web
• Web server   Server
• Log file


                        Log Files
               Overview

• Internet Service Providers (ISP)
• Proxy servers
                            Web
• Caching
                           Server
               Proxy
                                       Log Files
               Server




  Browser #1                    Browser #2
            Ad Servers

               Ad
              Server
Log Files                 Web
                         Server
                Proxy             Log Files
                Server




   Browser #1               Browser #2
    The Past


• Why?
• When?
          Why?


“There is a growing need for
accountability of marketing
expenditure - if it can’t be
measured don’t use it.”
                    John Hooper CBE, Director General,
              Incorporated Society of British Advertisers
    ABC ELECTRONIC

Established in 1996 to provide third
  party independent measurement of
  website usage.

Aids the buying and selling of space
  on UK/Ireland based Internet sites.
   The Present


• What?
• How?
• Who?
    What do we measure?

•   Page Impressions
•   Visits
•   Users
•   Their demographics
•   AD Campaigns
   Page Impressions

 “A file or combination of files
   sent to a user as a result of
    that user’s request being
    received by the server.”

One request = One impression
exclude: Robots and Internal
          Visit


“ A series of one or more page
  impressions served to a valid
 user with a gap of less than 30
   minutes between successive
              pages.”
           User


  “ A user is an individual IP
   address further refined by
         browser type.”

Refined by cookies/registration
        ID where used.
Who defines the metrics?


• Technical group meets 6
  times a year to agree
  proposals
• JICWEBS meets four times a
 year to agree changes to
 metrics
Currency Comparisons


  Page Impressions   =?
  Visits             =?
  Users              =?
     Comparisons

New Media = New Metrics.

More accountability but need to
learn what that means.
    The Audit Process

• Initial questionnaire
• Audit
• Census based measurements
  of total activity
• Not just numbers of visitors
  but types
How do we measure?



Distinction between counting and the
auditing of those counts.

Important to have independent
checks to ensure standards.
Census Based Measurement


Profile of users by:
  • company size, sector and
    responsibility

  • and records how active those
    users have been during the
    audit period.
              Census based analysis - not extrapolation

silicon.com
                4. Analysis of registered user impressions
                during audit period by job function
                                            Registered
                                    Impressions Members
                Board Director      21533         1143
                Finance Director    140           110
                IT Director         7340          344
                Operations Director 2143          129
                IT manager          20395         931
Associate Subscribers


      For companies who want
        to be involved in the
        evolution and
        promotion of electronic
        media audit standards
        in the UK and Ireland.
      Eg Agency.com, NCR ...
Who we work with

Associated New Media          Loot
Autotrader                    Motorcycle World
AOL UK                        New Scientist
Bank of Ireland               NME
BBC and beeb                  OAG Worldwide
Belfast Telegraph             PA Sporting Life
British Tourist Authority     SKY
ChemWeb              Student UK
Comic Relief                  The Times
dotmusic                      The Sunday Times
Electronic Share Register     The Register
Exchange & Mart               This is Britain
FHM                           Top Jobs on the Net
Faversham House               UCAS
Freeserve                     Virgin Radio
Gamespot                      Virgin Net
ITV – F1                      What Car?
ITN                           Yahoo! UK and Ireland
Irish Times                   and over 100 others...
Industry agreement


  Effective Web traffic
  measurement is a
  PARTNERSHIP…
  and as simple as...
          ...ABC.E
• Absolute audits provided by ABC
  ELECTRONIC certification.
  A solid foundation.
• Based on census measurements of total
  activity.
• Complimentary to other data.
• Demographic breakdowns of actual users.
• Valuable sample/panel based research
  opportunities as we will see in a
  moment……

            Thankyou

				
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