ABC Interactive Working with Spreed Inc. to Provide Audited Mobile Audience Metrics

By: E&P Staff

Press release from issuing company.

ABC Interactive Working with Spreed Inc. to Provide Audited Mobile Audience Metrics in Canada and the U.S.

TORONTO (Nov. 4, 2010) – The Audit Bureau of Circulations’ interactive unit, ABCi, announced it is teaming with Toronto-based Spreed Inc. to provide independently audited mobile usage data generated from smart phones, e-readers, and mobile browsers. The announcement follows ABCi’s recent review of Spreed’s mobile application platform, confirming it meets the necessary prerequisites as part of the ABCi audit process.

Clients can use ABCi’s new “m.Audit” report to detail such metrics as:

App downloads
Mobile audience by device type or operating system
Mobile audience by day and day part
Audience access points (app, mobile browser, e-reader, smart phone)
Unique visitors by device
Page views by section
Content shares via email or Twitter

“By all accounts, the mobile ad market in both the U.S. and Canada is anticipated to grow dramatically in the next few years,” said Michael Lavery, ABC president and managing director. “We are pleased to be working with Spreed to provide independent verification of mobile usage to facilitate this burgeoning and important channel.”

Suhail Mirza, cofounder and CTO of Spreed Inc., noted: “This is an exciting time for the mobile content space. As more publishers enter the mobile market, it is becoming increasingly important to include mobile usage numbers as part of newspaper circulation and usage statistics. Spreed is dedicated to working with trusted third-party audit services like ABC Interactive to ensure that these numbers are verified and reflect publishers’ growing reach.”

According to ABCi’s new 2010 survey of the mobile publishing market, content providers are actively engaged in the mobile space:

Three-fourths of publisher respondents optimize content for viewing on mobile devices.
87 percent said the mobile market is receiving more attention at their publication in 2010 than the previous year.
90 percent believe more people will rely on mobile devices as primary information sources within the next two years.
Half report using a third-party publishing platform to serve their mobile content.
25 percent have developed apps for the iPad.
47 percent report that their publications are available on devices other than the iPad.

The complete survey is available on ABC’s website.

ABC will hold its annual conference Nov. 10-11 at the Fairmont Royal York in Toronto. The conference theme is “Media in Transformation: Harnessing Today’s Digital World.” Anthony Novac, CEO and co-founder of Spreed Inc., will participate on a panel moderated by Ted Boyd, CEO of 58Ninety Inc., to discuss the challenges and opportunities of e-reader platforms and apps.

About ABC
ABC is a forum of North America’s leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited circulation information and a growing array of readership, audience and website usage data. ABC’s digital arm, ABC Interactive, is one of the world’s leading independent auditors of websites and digital ad-based technology. To learn more, visit www.accessabc.com.

About Spreed Inc.
Founded in 2006, Spreed is a Toronto-based mobile publishing technology company. Currently serving some of the largest newspapers in North America, Spreed provides the tools and services necessary for publishers to easily and cost-effectively deliver, measure and monetize mobile and tablet applications. For more information visit www.spreedinc.com.

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