ABC Study: Advertisers Don’t Believe Online Ads Are Measured Accurately

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By: E&P Staff

Few advertisers and agencies have confidence that their online ad impressions are measured and reported accurately, according to a new study sponsored by the Audit Bureau of Circulations.

In the survey, 84% of respondents say they believe that verification of online advertising activity by an independent third-party auditing firm will become increasingly important over the next three years.

On behalf of ABC, NSON Opinion Research surveyed 270 professionals involved in the buying or planning of online advertising in a Web-based poll conducted between Oct. 24 and Dec. 31, 2006.

“Just as publishers and print advertisers require accuracy and credibility in traditional media information, we’re seeing increased demand for transparency and accountability online,” Michael Lavery, ABC president and managing director, said in a statement.

Ninety-one percent of those surveyed said it’s important to audit ad impressions and delivery while 89% want to see the verification of online traffic.

Other findings in the study: 83% of respondents plan to increase online ad spending in 2007, more than half expect double-digit budget increases.

The age of respondents played a role in the results aswell. The younger the respondent, the more blas? they were about the data. Participants under 25 — 75% of those surveyed — said they trust metrics provided by online publishers while 22% of those 55-to-64 said the same thing.

“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,” said Jeff Minsky, director of emerging platforms for the ad agency OMD, in a statement. “This survey clearly shows that there is still work to be done to gain that confidence through educational means, as well as some changes in process.”

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