• by Jack Loechner , Staff Writer, February 22, 2007

Even while U.S. Internet advertising revenues grew more than 30 percent last year, topping $16 billion, corporate advertisers and advertising agencies are concerned that their online ad impressions may not be properly counted. A recent survey sponsored by the Audit Bureau of Circulations (ABC), shows that less than half of ad-agency respondents and only one-third of advertiser respondents said they were confident that their companies' online ad impressions were measured and reported accurately.

84 percent of respondents in the ABC survey believe that verification of online advertising activity by an independent third-party auditing firm will become increasingly important over the next three years. More than two-thirds said they would prefer to advertise on Web sites that are independently audited.

Michael J. Lavery, ABC president and managing director, said "Just as publishers and print advertisers require accuracy and credibility in traditional media information, we're seeing increased demand for transparency and accountability online..."

Other key findings from the study "Online Accountability: Gauging the Growing Demand for Audited Web Metrics" include:

• 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
• More than half of the survey 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.

Jeff Minsky, director of emerging platforms for global media agency OMD, says "Marketers now consider digital media a core part of their media strategies... so it is important that both agencies and their clients are comfortable with the metrics of media reach evaluation and post-campaign analysis provided in this accountable medium."

Please visit here for the complete ABC release.