Mumbrella and Campaign Brief both see growth in audited online traffic
Mumbrella’s audited number of domestic monthly page impressions has gone through 400,000 for the first time.
According to Nielsen Market Intelligence numbers – verified by the Audit Bureaux of Australia – Mumbrella averaged nearly 5000 daily unique domestic browsers in May – a rise of 26% on April.
Meanwhile, monthly page impressions – 404,894 – was up by 27% on the previous month.
Most other marketing titles – including AdNews, B&T and Marketing magazine – have so far declined to have their online audiences audited.
The only other title with audited data, Campaign Brief, also saw jumps in its traffic.
Campaign Brief’s number of page impressions rose from 100,947 to 165,457 – a jump of 65%, and its average number of daily domestic unique browsers rose from 1,161 to 1,598 – an increase of 38%.
Domestic monthly unique browsers – which can be a less reliable number than daily unique browsers because of issues such as double counting of home and office users, and cookie deletion – saw Mumbrella score 82,399 and Campaign Brief 21,671.
Although AdNews, B&T and Marketing Magazine are not audited, the last time they published their internal numbers, they claimed monthly unique browsers of 22,518 for AdNews (although this also included international traffic) and 71,481 for B&T (which again included international traffic too).
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Tim,
We all come here because it’s nicer and more tempered than the frothing Blog.
Keep up the good work mate.
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Congrats chap,
It seems something you are doing is really working!
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What’s the problem with including international traffic in your opinion @mumbrella? (or is that not the implication?)
Worlwideweb n’all innit
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If you’re traffic goes under 400,000, does that mean the death of the internet?
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Hi Out of interest,
The certificate issued by the ABA does provide both sets of numbers (see an example on our media kit PDF here: http://images.mumbrella.com.au.....ia-Kit.pdf .
But in many cases local advertisers are keenest to reach only a domestic audience if they are the people they are targeting their products at.
Cheers,
Tim – Mumbrella
Cheers for that, Tim. Makes perfect sense.
I think the international audience figure might be apt for inclusion in summaries – even just as an aside. To me as a reader – not an advertiser – i’m interested to know which of the local titles are being read overseas… On face value it seems like a good reflection on a title if it is being viewed a lot by people outside of Oz.
As a reader, I’m not likely to look at a media kit to find that out. But I guess these figures are there for advertiser reference really.
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For the record, Bestadsontv.com is an audited Campaign Brief site as well.
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“Most other marketing titles – including AdNews, B&T and Marketing magazine – have so far declined to have their online audiences audited.”
Perhaps because they are shite?
Tim, you are punchy, dedicated (in CAPS) and deliver the goods.
Glad to see the jump in impressions, look forward to your growth.
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Good work Tim. And keep spreading the word about the audit, the issue of auto-refresh, intl numbers, variable measurement tools. Too many people still not understanding the numbers they are being fed by certain publishers.
Stig
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Tim, it might be of interest to your audience to discuss sites in other categories that aren’t audited or using independent measurement. Especially given a lot of media agency folk are on here. Would make for very interesting reading.
Interesting tactics from Mumbrella. I personally consult to a range of clients and advise on trade marketing solutions (including PR, Promotions, Advertising and Events).. I don’t subscribe to the self serving tactics you are now employing. I have never seen someone talk about themselves so much… it’s ugly Tim. Why you would compare Mumbrella and Campaign Brief to AdNews or B&T is simply outrageous… yours is a blog talking about Ray Martin, Ruby Rose and Mark Markson… the others deliver business subject matter which is important to their job. I have advertised across all the sites you have mentioned and I did so for very different reasons. I certainly didn’t make comparisons like you are making… AdNews VS Campaign Brief… you must be kidding?
I note your figures are incorrect . Your email screams of panic, Tim. Certainly AdNews & B&T has the wood on you in terms of advertising support… always will….they reach the right audience.
Mumbrella and Campaign Brief are in the same league… everyone knows that.
What you are forgetting and you know this… the comm’s industry has about
1-3,000 (at best) key decision makers in the $33 billion plus sector.. why would I care about 20,000, 30,000 or 50,000… it’s not about numbers… it’s about engagement and quality… and on that front both you and your friend at Campaign Brief have a long way to go… and just for the record as I have a media plan right in front of me … understand this. Yes, I’m sure AdNews has just launched a new site in late Feb and the figures from Google reveal this.
AdNews Unique Visitors – May
41, 949 (up 60% since launch)
AdNews Impressions
1,175,519 – up 175% since launch (you did say Mumbrella had 400,000)-
I wouldn’t be comparing that to Ad News who now have over one million impressions… your small pool of advertisers may just become a tad smaller.
Focus on your game… and don’t piss off the clients who have dollars to spend.
Editor’s note: Page impressions are not the same as the “impressions” Pamela discusses above: Explanation here: https://mumbrella.com.au/the-adnews-numbers-that-mislead-the-market-32180
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You will probably find that your numbers decrease if you keep running overlays like todays Classic Rock FM promotion which come up everytime you move from one page to the next! Surely a 1 per UB per day limit would be less annoying for your readers!
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Pamela,
You were making valid comments up until the point you quoted a google figure as if it meant something. Thats like trusting figures from an unqualified accountant because at least he owns a calculator.
My google figures say my site is twice the size of the rest of these, but of course I’m counting a few other semi-related sites in there that share a common domain and including international traffic … But its what google says so it must be right!
Publishers must think it’s great to do business with you, you’ll believe anything!! Too bad about your client’s money though …
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Hi Alex,
Point taken: our bad. It was indeed frequency capped at 1 per user, but unfortunately we had a cacheing problem that meant some of our visitors saw it A LOT…
And Pamela,
Thanks for your intriguing viewpoint. You’re clealry a very influential consultant. Do you advise all of your clients to use sites’ internal Google Analytics on which to base decisions?
How’s that going for you?
Cheers,
Tim – Mumbrella
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is this the promising start of a big dick contest?
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Pamela,
A few questions:
If you don’t work for AdNews, how did you get those so-called figures?
And if you don’t care about numbers, why are you/ they claiming to have 41,000 uniques (According to the numbers above, half of what Mumbrella has domestically alone)?
If you’re so interested in targeting the right people, why haven’t you asked for their Australian traffic rather than international traffic?
Why don’t you aks them to get their numebrs audited?
if AdNews’ impressions have gone up so much, have you asked them if they’ve started autorefreshing their pages?
If it’s about engagement, it sounds like Mumbrella has won you over – you’ve obviously spent a long time with the site to have seen their brief mentions of Ray Martin, Ruby Rose and “Mark” Markson.
And finally, are you sure you don;t work for AdNews?
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Ditto to all that…
Hey Pamela,
Would you like to buy the Eiffel Tower off me?
It’s honestly mine to sell to you. Look, I’ve got a piece of paper I printed out that said so.
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