bpa worldwide presentation
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BPA’s FunctionTo verify and distribute audience data
& provide the assurance ad investments are correctly spent
To provide advertisers with true quantitative & qualitative circulation data BPA’s Goal
To Help Media Owners Sell More Ad Space!
To Help Media Buyers Buy Ad Space Better -- and Smarter!
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Credentials79th yearTripartiteNot-for-profitBoard of directorsAdvisory committees9 offices worldwide
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Publisher, Event Owner,
or Media Owner
Advertising Agency (Media Buyer)Advertiser
Tripartite Board of Directors and Membership
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European Fulfillment Managers Event Audit Advisory Board Executive (Board Committee) Financial Advisory Committee Fulfillment Managers Advisory
Comm. Interactive Audit Advisory
Committee Media Managers Advisory
Committee Middle East Advisory Board Nominating (Board Committee) Pension Plan (Board Committee) Publicity Policies (Board
Committee) Publishers Advisory Committee
(US) Teleservices Advisory
Committee (US)
Advisory Boards & Committees
Asia/Pacific Advisory Board Audience Development - Business
(US) Audience Development - Consumer
(US) Auditing Policies (Board Committee) Canadian Audience Development &
Fulfillment Professionals Advisory Committee
Canadian Magazine Advisory Board Canadian Newspaper Advisory Board Canadian Newspaper Audience
Development Advisory Committee
Consumer Media Board (N.A.) European Advisory Board European Audience Development
Advisory
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Oman Philippines Russia Saudi Arabia Singapore South Africa Spain Syria Taiwan Tanzania Thailand Turkey United Arab Emirates United Kingdom United States of America
Countries Served Bahrain Belgium Brazil Canada Chile China Colombia France Germany Greece Hong Kong Ireland Japan Jordan Kuwait Lebanon Libya Malaysia Mexico The Netherlands
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BPA Office Locations Connecticut
Chicago
Florida
Los Angeles
Toronto
Montreal
London
Beijing
Dubai
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The International Federation of Audit Bureaux of Circulations Argentina: Instituto Verificador de Circulaciones Australia: Audit Bureau Of Circulations Austria :Osterreichische Auflagenkontrolle Belgium: CIM ASBI Brazil: Instituto Verificador de Circulacao Bulgaria: Audit Bureau Of Circulations Czech Republic: Audit Bureau Of Circulations Denmark: Dansk Oplagskontrol Finland: Levikintarkastus Oy (Audit Bureau Of Circulations Ltd) France: OJD Association Pour Le Controle des Media Germany: Informationsgemeinschaft Zur Feststellung der Verbreitung Von Werbetraegern e. V. IVW Hong Kong: The Hong Kong Audit Bureau Of Circulations Hungary: The Hungarian ABC India: Audit Bureau Of Circulations Italy: Certificazione Stampa Specializzata e Tecnica Accertamenti Diffusione Stampa Japan: Japan Audit Bureau Of Circulations Korea: Korea Audit Bureau Of Circulations Malaysia: Audit Bureau Of Circulations Mexico: Instituto Verificador de Medios Netherlands: Hoi The Netherlands New Zealand: Audit Bureau Of Circulations Incorporated Norasy: Norsk Mediekontroll Poland: Zwiazek Kontroli Dystrybucji Prasy Portugal: Associacao Portuguese para o controlo de Tiragem e Circulace Romania: Biroul Roman de Audit al tirajelor (BRAT) Russia: National Circulation Service of Russia Singapore: Media Circulation Services (S) Pte Ltd Spain: Informacion Y Control de Publicaciones Sweden: Tidningsstatistik AB Switzerland: WEMF AF fur Werbemedienforschung Turkey: ABC Turkey UK and Ireland: Audit Bureau of Circulations Ltd United States: BPA Worldwide, Certified Audit of Circulations, Audit Bureau of Circulations
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Web Site Trafficpagesvisitsunique visitorsadvertising
Newspapersdailyweeklybulk distribution
Over 2,500 Media MeasuredConsumer Magazinescirculation audits subscriber study auditspass-along readershippostal audits
Electronic Mediaemail newsletterdigital editionsdatabases
Business Publicationscirculation auditspass-along readershipunitbuying influencecorporate rankings
Event Auditstrade showsconferencesseminarsexhibitor researchattendee research
bpaww.comall reportstop-line datasearch toolsemail alertsnews & information
Training/Educationmedia buyerssales representatives
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Types of AuditsBrand ReachBusiness publicationsConsumer magazinesNewspapers Interactive (Web site)Events/trade showsEmail newslettersDatabaseseMediaSocial Media
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(Hours) 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10
HomeHome HomeHomeTrain TrainOfficeOffice Dinner
NewspaperNewspaper WebWeb
MobileMobile
NewspaperNewspaper
MobileMobileWebWeb
Information News Entertainment Broadcast Broadcast
“Wider Horizons”, PubliGroupe
The format of any media becomes just a channel of distribution. Publishers are striving to become the provider for the consumers’ content needs, any time, anywhere.
Influences shaping the future:
Today's consumers are increasingly mobile, less loyal, and more schizophrenic (multiple media consumption patterns).
Consumer – Constantly on the move
“Wider Horizons”, PubliGroupeInfluences shaping the future:
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As a result….Ad Agencies are no longer loyal
to traditional media strategies and are in constant phase of experimentation.
To illustrate….GroupM reviews and consider over 250 media channels in planning campaigns.
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Fragmentation will demand far more complex multimedia solutions, and the media will have to be far more willing to demonstrate value for money.”
Mike Jarvis, Media Director, Banner Group
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Expanding print brand opportunities
Integrating brand portfolios Demand for more intelligenceMeasurement of these new
vehicles
The New Reality
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“Quaint” – the traditional concept of a single-title publisher, delivering a single printed product to a single audience.
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Multi-platform, cross-media publishers
Successful publishers are delivering specialized information to their audience in the format they prefer.
Outcome?
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Multi-media implicationsWho is measuring this for you? What is the measurement
technique?3rd party measurement to
industry agreed standards is vital to this new ecosystem.
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What is BPA doing about this?BRAND REACH AUDIT: “Audience access
opportunities” via a media brand
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Brand Reach AuditIn the past, we audited each channel
separatelyToo costlyBeta tested “Brand Reach Audit”, Live
July 1stThe Brand is the member – and we audit
all channelsCost effective integrated rate structure
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Brand Reach AuditKey to success is the
integrated databaseMay exist in a live
integrated environmentMay create the
integrated merge/purge file for the audit
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Brand Reach AuditProve production of each
product/channel/frequencyProve distribution of each
product/channel/frequencyProve audience profile
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Brand Reach AuditReport includes audited:
• Gross qualified distribution for each channel• Unique individuals• Average channels per individual/individuals
receiving only one channel• Matrix of channels• Website traffic• Unique individual demographic profile• Recency of involvement• Geo• Product frequency
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Web AuditingBPA, working
with Nielsen On Line (NOL), offers web measurement at no extra cost to BPA members
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The building blocks of a currency
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Clear rulesEngagement with stakeholdersKnown methodologyNo ‘black box’
Fair, 3rd partyCompletely objectiveNo room for ‘gaming’
Consistent over timeConsistent with global IAB norms’
Expert, credible approachSanctioned by the marketEducating the market
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Web Auditing: Core Metrics• Page impressions• Unique browsers• User sessions• Unique browser
frequency• Page impression
duration• User session
duration• Executive
summary
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Web Auditing: ProcessBPA’s new web auditing process
requires the placement of a java script tag at the bottom of each web page
When a web page is called and loaded, the tag executes and registers the count in the collector
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Web Auditing: ProcessBPA audits both the individual
member and Nielsen OnlineMember sites are audited to
ensure proper tagging and exclusion of internal traffic
Nielsen system is audited by BPA’s certified CISA audit team
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Web AuditingThe result is a timely, reliable,
and common standard for the members of BPA!
• Note: Reliability, timeliness, and standardization were the “most important” characteristics identified by BPA members considering a web traffic monitoring, analytics, and reporting service provider.
• Atenga , Inc, research study, July 2008
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BPA/NOL Interactive Tool Pre-buy tool populated with
standardized audited activity Transparent 3rd party
measurement solution Reported activity adheres to
IAB Guidelines including filtering for spiders, robots, and internal users
BPA audits placement of tags and NOL’s collection and reporting system
Analytic Toolsvs. Non audited
Not standardized
Measurement tools managed by site owners
Reported activity does not adhere to IAB Guidelines
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Widget
http://www.totaltele.com/show.aspx?i=864
40Survey - Overview
Users continually tracked across sites
Understand survey response by site/categories
Build a custom user profile
Invisible tag
+
Site AnalyticsInvisible tag
AutomaticMatching
Survey
Leading the World in Media Auditing.
Advantage: BPA Worldwide
2 Campaigns to SupportCross Platform Audited
Media
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BPA’s commitment: We are shifting focus from a print-
centric to a multi-platform service. We are offering an expanded range of
services to our existing customer bases.
We will continue to increase the demand for good measurement data.
We are broadening our offerings to address marketers’ continued demand for more accountability.
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