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MCA February 26, 2009

MCA February 26, 2009. Agenda. BPA’s new web audit service BPA’s brand audits Events; Email; Database; Print Rule changes Under review. BPA, working with Nielsen On Line (NOL), offers web measurement at no extra cost to BPA members. Web Auditing.

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MCA February 26, 2009

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  1. MCA February 26, 2009

  2. Agenda • BPA’s new web audit service • BPA’s brand audits • Events; Email; Database; Print • Rule changes • Under review

  3. BPA, working with Nielsen On Line (NOL), offers web measurement at no extra cost to BPA members Web Auditing

  4. Savings from new Next Gen filing initiative is helping fund the initiative Web Auditing

  5. Response has been tremendous: Over 200 sites have been tagged; another 150 are in the process of tagging Web Auditing

  6. Page impressions Unique browsers User sessions Unique browser frequency Page impression duration User session duration Executive summary Web Auditing: Core Metrics

  7. Web Auditing: Process • BPA’s new web auditing process requires the placement of a java script tag at the bottom of each web page • When a web page is called and loaded, the tag executes and registers the count in the collector

  8. Tagging is easy BPA provides the tagging software, instructions, and support Web Auditing: Process

  9. Web Auditing: Process • BPA audits both the individual member and NOL • Member sites are audited to ensure proper tagging and exclusion of internal traffic • NOL system is audited by BPA’s certified CISA audit team

  10. Web Auditing • The result is a timely, reliable, and common standard for the members of BPA! • Note: Reliability, timeliness, and standardization were the “most important” characteristics identified by BPA members and non-members considering a web traffic monitoring, analytics, and reporting service provider. • Atenga , Inc, research study, July 2008

  11. Process Overview Application and contract Member provides full list of domains and sub-domains Member provides full list of internal IP addresses Web Auditing

  12. Web Auditing • Process Overview (continued) • BPA sets up account; provides username and password • BPA sends java script code (tag) and instructions • Member implements tag

  13. Web Auditing • Process Overview (continued) • BPA conducts a tag code audit on the site to identify properly tagged pages and missed pages • Counting starts immediately • Beta period allows for reconciliations

  14. BPA will provide help desk support for technical and procedural questions Web Auditing

  15. Let’s visit the site…

  16. NIELSEN HOME PAGE

  17. LOGIN PAGE - SITECENSUS

  18. SITECENSUS - CORE

  19. EXECUTIVE SUMMARY - B-to-BBREAKDOWN BY CHANNEL

  20. DAILY BREAKOUT – PAGE IMPRESSION

  21. Daily Email Reports…

  22. Questions? Web Auditing

  23. BPA Brand Audits… • Events, Trade Shows, etc • Email Newsletters • Database

  24. Caution: New Rules

  25. Electronic Edition Site Licenses

  26. Defined: One electronic copy of the magazine sent to an administrator at a subscribing company, and posted on the company’s intranet for multiple user access Site Licenses

  27. Site Licenses • Publishers can support… • the site license agreement, including the number of authorized users • the electronic distribution of one copy • No information about what happens on the other side of the company firewall

  28. Site Licenses • For these reasons, in 2002 (when digital was first being discussed) the board voted not to allow site license distribution as qualified circulation • Only one digital copy per recipient qualifies

  29. Site Licenses • In the Spring of 2008 site licenses were placed on the committee agenda • We learned not much had changed since 2002 – there is still no information about what happens on the other side of the company firewall

  30. Site Licenses • As a result, in May 2008 the board voted to allow disclosure of site license distribution as “non-qualified” in the explanatory paragraphs…

  31. Site Licenses • In August 2008 a task force of publishers, AD’s, and media buyers was created to review the entire BPA business statement • A new compromise was reached…

  32. Paragraph 3a/4…

  33. Paragraph 3b/5…

  34. Paragraph 4/6…

  35. Site Licenses • Qualified circulation and site license seats may not be summed on the BPA report, but may be combined in promotional material

  36. Paragraph 3b/5Qualification By Source

  37. Current format…

  38. Paragraphs 3b/5 • A review of paragraph 3b/5 was included in the August task force meeting • Five recommendations were presented to our committees for review…

  39. Paragraph 3b/5 • Consolidating one year circulation with two year circulation • Changing column heading to months rather than years • Eliminate the three channels of “request” and “communication” • Eliminate the two channels of membership benefit • Consolidate passive sources

  40. Paragraphs 3b/5 1) Consolidating one and two year circ • All committees reaffirmed current reporting

  41. Paragraphs 3b/5 2) Changing the column headings to months rather than years • All committees reaffirmed current reporting

  42. Paragraphs 3b/5 3) Eliminate the three channels of “request” and “communication” - North American committees in favor - European committees opposed - Board voted in favor - Publisher may report separate channels

  43. Paragraph 3b/5 4) Eliminate the two channels of membership benefit • All advisory boards and committees were in favor of the change

  44. Paragraph 3b/5 5) Consolidate passive sources • All advisory boards and committees agreed to eliminate “independent field reports” and “licenses”

  45. Paragraph 3b/5 (Effective Jan 1, 09) • Proposed report format…

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