The innovative new service will enable media owners to deliver monthly web metrics on a new certificate that verifies their analytics data is accurate, consistent and meets industry standards. For buyers, a monthly webBase Report will provide a regular at a glance summary of all web sites continuously reporting their traffic under the scheme, providing confidence in the analytics data media owners present. The webBase report will cover all sectors, giving online properties increased visibility, and the industry a trusted benchmark of online reach and engagement.
Supporting the scheme is a new audit process designed to ensure media owners of all sizes can underpin their online reach and engagement metrics with the ABC stamp of trust. The cost effective audit provides both an inexpensive entry point for smaller sites and an opportunity for bigger groups to showcase the entire scope of their online portfolios, says ABC.
webBase offers media owners a choice of four reporting options, covering key industry agreed metrics, and flexible certificate options, allowing them to showcase their performance in the way they group and sell their portfolio. ABC’s 2-star associates supporting webBase will supply daily figures to ABC for audit, which will enable ABC to verify and report figures more quickly. The scheme is available from January with the first monthly webBase Report due to be released in June 2012.
Jerry Wright (pictured), Chief Executive, ABC said, “Being able to prove the reach and engagement of your digital properties is becoming increasingly important for media owners of all sizes. Media buyers are currently faced with an array of figures and ABC is providing with this new service a transparent, trusted baseline for their websites. ABC is governed by the industry, for the industry. webBase has been developed in response to demand from the industry and makes the ABC stamp of trust accessible to all media owners, bringing greater transparency to the digital world. The digital industry is changing at an increasingly fast pace. ABC’s priority is to continue to innovate to provide the industry with the new services it needs.”
Paul Swaffield, Web Analytics & Intelligence Manager at Northcliffe commented: "At Northcliffe Digital we have always audited our overall network and major sites. The new webBase audit from ABC now enables us the opportunity to deliver verified figures every month really proving the value and growth of our local online audiences. By being part of webBase we can show advertisers that our baseline metrics are all delivered to ABC's respected standards. The cost effective pricing makes ABC website auditing much more accessible and the monthly webBase industry report will provide visibility to agencies and advertisers.”
Stephen Campbell, Online Sales Director, Timeout said: “We are happy to become part of this new scheme. WebBase offers us the opportunity to deliver verified figures every month really proving the value and growth of our online audiences. The new webBase audit from ABC is exactly what the industry needs. It enables us to show advertisers that our baseline metrics meet ABC’s rigorous standards and we welcome the low pricing, making it extremely cost effective relative to other measurement systems.”
About ABC
ABC says: “ABC is governed by the media industry, for the media industry and is the expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.
The ABC Board consists of 16 media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board make strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standard Group.
ABC was established in the UK in 1931 and is a founder member of the International Federation of ABC’s (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry.”
