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:
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."
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