Jan Pitt - Introducing the Total Audience Certificate

Jan Pitt introduces the Total Audience Certificate at Buying Business Audiences A Breakfast Briefing for B2B Media Buyers

Transcript

1. Introducing the Total Audience Certificate Jan Pitt, Group Exec Director ABC 21st November 2013
2. Non-publishing brand-extension activity in B2B •Print expected to fall from 40% in 2012 to 32% in 2014 •B2B publishers’ digital brands and services expected to grow from 40% to 48% •The majority of digital revenues come from advertising and sponsorship – for websites it accounts for 69% of income PPA Publishing Futures 2013
3. Trading in B2B is changing “We are moving away from pure “advertising” into cross-platform sponsorship packages.” “We are embedding more advertising & sponsorship opportunities into our own digital products and into social media. “ “Our advertisers are getting more and more channels for their money.” “There are so many options for clients. They don’t have the time to make detailed assessments. We don’t have the quality of staff or the data to sell across platforms as well as we should be doing. “ PUBLISHING FUTURES 2013
4. Business Media require new measurement options Business Media companies want estimates of net audience ABC Print Certificates alone not enough to describe brands
5. ABC has a multiplatform focus .... With a wide range of industry standard measurement across platforms  Web traffic  Circulation  Digital Publications Activity  Social media  Event attendance / exhibitors However... •Estimates of net audience needs a new approach •Comparability and trust in outcome needs industry standards
6. Total Audience Model: Magazine - ABC Digital Edition- ABC Digital Publication - ABC Web-site - JICWEBS CENSUS DATA AUDITED BY ABC RESEARCH DATA CONDUCTED BY AN INDEPENDENT, MARKET RESEARCH COMPANY (MRC) Endorsed by PPA Business Media Research Group DATA INTEGRATION ABC tests data integration process in advance of approval. Approved companies are ABC Associate Members DATA INTEGRATION TOTAL AUDIENCE CERTIFICATE ISSUED BY CONDUCTED BY AN ABC APPROVED DATA INTEGRATOR
7. Total Audience Certificate: Key Features Standardised Industry standards Deliver confidence and comparability Approved by ABC Board (including IPA and ISBA), developed with B2B Agencies
8. How does a TA Certificate fit with other ABC certificates? Individual certificates MP Certificate TA Certificate
9. Benefits to Agencies Online Print Digital Publications Digital editions Total Audience Certificate •Can trust data •Can compare data •Individual ABC’s for constituent platforms.
10. Thank you Jan Pitt Jan.pitt@abc.org.uk 01442 200753