ABC's Monthly Online Member Newsletter

ABCi Adds New Clients

ABC Interactive (ABCi) recently added five new clients to its roster: Auto123.com, Crain’s Chicago Business’ ChicagoBusiness.com, CruiseCritic.com, Popular Science magazine’s PopSci.com, and the Reuters global network of Web sites including Reuters.com.

ABCi will verify a variety of traffic measurements for each Web site, including total monthly visits, unique users, page impressions, most popular sections and average duration per visit. The results of the ABCi audits will be published in individual reports available to ABC-member advertisers and ad agencies for use in media planning and buying. The first audit reports for these clients are expected to be available in four to six weeks.

ABC President and Managing Director Michael J. Lavery noted an increased interest in interactive auditing from a variety of Web site properties. “As online advertising expenditures continue to grow, we’re hearing from more publishers and online content providers that want to demonstrate the breadth of their audiences—in print and online—to advertisers and ad agencies,” he said. “An audit from ABC Interactive provides Web sites with independently verified traffic data, while online media planners and buyers have access to credible media information from a known, trusted source.”

Findings from ABC’s recent “Online Accountability” survey indicate that the demand for interactive auditing is likely to continue increasing in the immediate future:

• 68 percent of online media buyers said they would prefer to advertise on Web sites that are independently audited.
• 84 percent said that verification of online advertising activity by an independent third-party auditing firm would become increasingly important over the next three years.
• 83 percent planned to increase online ad spending in 2007; more than half expected double-digit budget increases.

“With billions of ad dollars flowing into digital media, there is a growing need for accountability online,” Lavery continued. “Our new interactive audit members certainly recognize this. As an independent forum of media publishers and buyers, ABC’s role is to bring transparency and accountability to audience measurements, regardless of the medium.”

For more information on ABCi audits, please contact ABC’s manager, marketing and sales, at (720) 324-0558 or visit ABC’s Web site.

Related Links:
ABC Interactive Adds New Clients
ABC Interactive Audits
Online Accountability: Gauging the Growing Demand for Audited Web Metrics Survey

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