Advertisers Want More Accountability for Online Media

U.S. Internet advertising revenues reached over $16 billion last year, an increase of over 30 percent over 2005 (eMarketer). However, corporate advertisers and ad agencies worry that online ad impressions aren’t properly counted.

A recent Audit Bureau of Circulations (ABC) survey shows that less than half of ad-agency respondents and a mere one-third of advertiser respondents showed confidence in accurate measurement and reporting of online ad impressions.

In fact, 84 percent of respondents want verification of online advertising activity by an independent third-party auditing firm. Over two-thirds indicated a preference for advertisements on independently audited Web sites.

Below are the highlights of "Online Accountability: Gauging the Growing Demand for Audited Web Metrics."

83 percent of respondents plan to increase online ad spending in 2007, with more than half expecting double-digit budget increases 91 percent of respondents said Web metrics are important to audit ad impressions and delivery 89 percent felt it's important to verify Web site traffic.

Over half of respondents said they would be more likely to advertise on blogs, podcasts, streaming video, and mobile media if audited by an independent firm
Advertising buyers said the primary benefits of audited digital media include more reliable data, better post-buy analysis and evaluation, more confidence in media buys, more effective media plans, and more trust in Web site properties. 75 percent of ad professional respondents under age 25 said they trust the metrics provided by online publishers, compared to 22 percent of those in the 55-64 age category.

These results point to the importance of Web metrics that will show online media reach and post-campaign analysis.

Source: AccessABC

Posted by Paul J. Bruemmer

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