Comments on: Print audit body launches web push

By: John Butterworth

John Butterworth — Wed, 03 Jun 2009 09:24:19 +0000

Hi all, John Butterworth CEO of AIMIA here, re the comment about consultation with other industry bodies, AIMIA is the parent body for the IAB and a bunch of other industry groups like Mobile Mondays and I sit on the IAB Board so have been well across all this. This is about advertising so AIMIA is happy for the IAB to lead on this.

Have also had separate AIMIA meeting with Gordon Towell of the ABA and Nielsen about the “long tail” (which we prefer to respectfully describe as “the rest of ths industry”) so I reckon the digital industry bodies have well and truly been consulted on this.

While AIMIA has its own views on the competitiveness of the measurement provider market there’s no issue about being consulted.

Cheers

By: Anonymous

Anonymous — Wed, 03 Jun 2009 07:02:02 +0000

Thanks John / Tim… interesting stuff

By: mumbrella

mumbrella — Wed, 03 Jun 2009 05:50:57 +0000

Hi Lottie,

Most of our traffic does come in Monday to Friday, which probably reflects the working patterns of the audience. You won’t be surprised to hear that it falls off a cliff on a Friday afternoon! Also, although we do update over the weekend, there tends to be less new content.

However as our archive grows and we creep up the SEO rankings (I notice we recently moved up from a Google PR of 4 to 5) our proportion of search traffic increases, which has seen our background numbers increase at the weekend too.

Cheers,

Tim

By: John Grono

John Grono — Wed, 03 Jun 2009 04:48:47 +0000

Anon, the difference in the data can be summarised by consistency and comparability. Given that the ABA tags will be in the same place for all audited sites means that they are counted on the same basis and are not being ‘gamed’ by placing them at the top of the page etc. Also, all traffic is processed and treated under the same rules, so again the data is consistent. Finally, as Tim points out, all audited sites can be accessed and compared directly via the ABA portal. Finally, I’d like to reinforce that this is TRAFFIC data and not AUDIENCE data.

By: Lottie

Lottie — Wed, 03 Jun 2009 04:31:13 +0000

Interesting to see Mumbrella’s Google analytics there. You don’t get much weekend traffic, do you?

By: mumbrella

mumbrella — Wed, 03 Jun 2009 04:29:25 +0000

Hi anon,

As far as I can see, the main difference is that audits with ABA are visible to anyone who subscribes to the service, whereas Google Analytics would have to be shared by an individual site owner with the person who wanted to see it.

I guess if you’re a site that takes regular bookings from media agencies, it may benefit you to have your details readily available to them when they log onto the ABC site. Otherwise they’d have to rung you up for the data which I guess they might not bother with.

Cheers,

Tim – Mumbrella

By: Anonymous

Anonymous — Wed, 03 Jun 2009 04:16:24 +0000

Does anyone know the difference between this and Google Analytics?

By: John Grono

John Grono — Wed, 03 Jun 2009 03:34:46 +0000

James, the MFA was certainly immersed in this process over the past twelve or so months, representing the needs of both the media agencies and the advertisers. The MFA is also currently heavily involved with the IAB’s Audience Measurement Council striving to bring about a currency for online audience measurement to complement the ABA’s currency for ‘long-tail’ web traffic.

By: mumbrella

mumbrella — Wed, 03 Jun 2009 02:48:22 +0000

Hi James,

It did come up at the briefing – certainly the IAB and Media Federation were both represented at the event. The AANA is also mentioned in the ABA’s literature. Not sure about AIMIA or the AFA though. Arguably it’s on the peripherary the AFA’s remit.

Cheers,

Tim – Mumbrella

By: Anonymous

Anonymous — Wed, 03 Jun 2009 02:44:49 +0000

Great idea, build a ladder for the them to climb.

By: James

James — Wed, 03 Jun 2009 02:33:03 +0000

Where was the industry consultation on this? Did they work with the IAB, AIMIA or AFA?