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Agencies Confirm Audited Circulation a Vital Role in Media Planning

31 Mar 2010

The Audit Bureau of Circulations (ABC) and Circulations Audit Board (CAB) are partnering together with a unique special offer of access to ABC and CAB's eData online resource. All publisher members of the ABC and CAB will be able to offer their advertisers a trial access to the eData portal.

 

"This important initiative acknowledges the strong link between our publishers and direct advertisers by enabling publishers to offer online access to ABC and CAB's highly valued audited data to their advertisers" said Gordon Towell, ABA CEO. "There are a growing number of advertisers now insisting on the exclusive use of audited publications for their media spend to ensure the proper use of their funds and to have the comfort and certainty of verifiable data."

 

Currently, eData allows ABC and CAB members to retrieve real-time audited data in convenient and easy to use formats. The information is reported every month for web, digital, email, and print data, and is updated quarterly. Now, and for a limited time, this access is being extended to advertisers who can register for access by simply going to www.auditbureau.org.au/edatatrial.

 

ABC and CAB data provides important insights into print circulation trends, geographical demographics, and comparative analysis by industry sector and across other metrics as well as digital media including websites and digital publications in order to assist informed business decision making.

 

Through this online platform, members have access to the extensive and constantly updated database of audited data, and have the ability to create a variety of unique personalised reports and searches. This resource also allows visitors to download data for use in other applications.

 

It has been confirmed by agencies and advertisers that audited circulation data plays a vital role in media planning and purchasing decisions. Over 70 per cent of respondents stated they used the information available on eData for media planning, and nearly 30 per cent confirmed the information impacted on their purchasing decisions. The survey also revealed that over 90 per cent of respondents said having access to audited figures was either very relevant or relevant to their business.

 

OPINION/FEEDBACK TO THE EDITOR



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