Johannesburg, 20 October 2016 - As of 1 January 2016, Effective Measure, a leading provider of digital audience, brand, and measurement solutions, and the Audit Bureau of Circulations (ABC) of South Africa have been working together to give media owners the ability to rubber stamp and certify their digital statistics.
The ABC is well respected for providing measurement certification for a variety of media, including print publications. The addition of a digital publication certification ensures South Africa's online marketplace maintains a high standard of credibility and transparency.
Effective Measure strives to help build this credibility as they, together with IAB SA, have long held the industry to these standards in the digital sphere. "The importance of a single digital measurement currency in an already fragmented marketplace is of critical importance in South Africa, especially with all the changes happening with the measurement of other media channels... consistency and continuity is vital," comments Nicolle Harding, Lead of Sub-Saharan Africa at Effective Measure.
Effective Measure facilitates certification of digital statistics with the ABC at client's request. Raw data is supplied by the Effective Measure support team to the ABC auditors. This data is fed into a bespoke digital auditing tool, which vets Effective Measure's detection of anomalies (robotic traffic), iframe and page requests, and several other variables.
"As the digital industry measurement partner of IAB SA, Effective Measure provides media owner measurement for a large percentage of locally produced platforms and several international partners. Working with the ABC on certification of these metrics is a great step forward to further add credibility to the digital marketing channel. We are very grateful to be able to collaborate with a partner of this calibre," adds Harding.
Three ABC digital certifications are available: Website Traffic (including Apps), Digital Publications, and Email Newsletters. This represents a major leap forward for the industry as it allows publishers to offer a snapshot of an entire publication's audience, as well as measure against set industry benchmarks. In addition to this, digital publications that were previously excluded can now be certified.
For interviews with Effective Measure, please contact Nicolle Harding on [email protected] or +27 72 7550425.
About Effective Measure
Effective Measure (EM) is a leading provider of digital audience, brand, and advertising effectiveness measurement and targeting solutions, bringing best practice online measurement data to premium publishers, agencies, networks, advertisers, and researchers. The EM solutions offer brands, media, and agencies invested in Middle East North Africa and Sub Saharan Africa a clear insight into their online audience and the ever-growing Internet population.
About ABC South Africa
The ABC is a non-profit organisation that provides independent verification of titles' circulation to support advertising rates. More recently, the ABC now offers multi-platform certification, allowing a snapshot of a publication's audience across print as well as digital platforms, in the form of a headline report. ABC certification guarantees that an advertiser is indeed reaching the circulation and audience provided on the various certificates. Advertisers can make valuable media investment decisions to determine the effectiveness and efficiency of publications. This provides the media industry with comfort in ABC listed publications, as its figures are accurate and relevant, and can be used to predict future performance based on history. Membership provides access to data of all titles registered with the ABC. Comparability is valid as a result of the uniformity and standardisation of reporting. The ABC logo enhances the stature of a publications, and legitimises the circulation, in that the publisher is required to adhere to a set of professional standards. The ABC also verifies attendance figures at Exhibitions and Conferences.