Commissioned by industry auditor ABC Electronic (ABCE), the research found that 90 per cent of advertisers now demand independent, third party evidence of web traffic. General awareness of web auditing services is up to 95 per cent from just 72 per cent in 2002.
The research was good news for ABCE, the major industry auditor for web and email publications. Eighty-six per cent of media buyers surveyed said that ABCE is a valuable form of industry measurement, and 88 per cent recognised the ABCE website as a source of certified information.
Overall, the research indicates a higher awareness of how to recognise and apply industry measuring standards, with advertisers increasingly using independently audited figures to imform their purchasing decisions.
Tree Elven, web editor of Hellomagazine.com, told dotJournalism that ABCE auditing is a vital part of the publication's editorial and commerical policy.
"Our brand name is a popular and trusted one, and we believe that independent auditing is key to providing maximum confidence in among our advertisers," said Ms Elven.
More news from dotJournalism:
Celebrity gossip blossoms online
ABC to audit European Online Journalism awards
Email newsletter becomes the first to gain ABC figure
See also:
ABC Electronic: http://www.abce.org.uk
Benchmark Research: http://www.benchmark-research.co.uk
Hellomagazine.com: http://www.hellomagazine.com
Finance reporter - property
