Leading the World in Media Auditing.

Advantage: BPA Worldwide

BPA Worldwide

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BPA’s FunctionTo verify and distribute audience data

& provide the assurance ad investments are correctly spent

To provide advertisers with true quantitative & qualitative circulation data BPA’s Goal

To Help Media Owners Sell More Ad Space!

To Help Media Buyers Buy Ad Space Better -- and Smarter!

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Credentials79th yearTripartiteNot-for-profitBoard of directorsAdvisory committees9 offices worldwide

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Publisher, Event Owner,

or Media Owner

Advertising Agency (Media Buyer)Advertiser

Tripartite Board of Directors and Membership

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European Fulfillment Managers Event Audit Advisory Board Executive (Board Committee) Financial Advisory Committee Fulfillment Managers Advisory

Comm. Interactive Audit Advisory

Committee Media Managers Advisory

Committee Middle East Advisory Board Nominating (Board Committee) Pension Plan (Board Committee) Publicity Policies (Board

Committee) Publishers Advisory Committee

(US) Teleservices Advisory

Committee (US)

Advisory Boards & Committees

Asia/Pacific Advisory Board Audience Development - Business

(US) Audience Development - Consumer

(US) Auditing Policies (Board Committee) Canadian Audience Development &

Fulfillment Professionals Advisory Committee

Canadian Magazine Advisory Board Canadian Newspaper Advisory Board Canadian Newspaper Audience

Development Advisory Committee

Consumer Media Board (N.A.) European Advisory Board European Audience Development

Advisory

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Oman Philippines Russia Saudi Arabia Singapore South Africa Spain Syria Taiwan Tanzania Thailand Turkey United Arab Emirates United Kingdom United States of America

Countries Served Bahrain Belgium Brazil Canada Chile China Colombia France Germany Greece Hong Kong Ireland Japan Jordan Kuwait Lebanon Libya Malaysia Mexico The Netherlands

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BPA Office Locations Connecticut

Chicago

Florida

Los Angeles

Toronto

Montreal

London

Beijing

Dubai

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The International Federation of Audit Bureaux of Circulations Argentina: Instituto Verificador de Circulaciones Australia: Audit Bureau Of Circulations Austria :Osterreichische Auflagenkontrolle Belgium: CIM ASBI Brazil: Instituto Verificador de Circulacao Bulgaria: Audit Bureau Of Circulations Czech Republic: Audit Bureau Of Circulations Denmark: Dansk Oplagskontrol Finland: Levikintarkastus Oy (Audit Bureau Of Circulations Ltd) France: OJD Association Pour Le Controle des Media Germany: Informationsgemeinschaft Zur Feststellung der Verbreitung Von Werbetraegern e. V. IVW Hong Kong: The Hong Kong Audit Bureau Of Circulations Hungary: The Hungarian ABC India: Audit Bureau Of Circulations Italy: Certificazione Stampa Specializzata e Tecnica Accertamenti Diffusione Stampa Japan: Japan Audit Bureau Of Circulations Korea: Korea Audit Bureau Of Circulations Malaysia: Audit Bureau Of Circulations Mexico: Instituto Verificador de Medios Netherlands: Hoi The Netherlands New Zealand: Audit Bureau Of Circulations Incorporated Norasy: Norsk Mediekontroll Poland: Zwiazek Kontroli Dystrybucji Prasy Portugal: Associacao Portuguese para o controlo de Tiragem e Circulace Romania: Biroul Roman de Audit al tirajelor (BRAT) Russia: National Circulation Service of Russia Singapore: Media Circulation Services (S) Pte Ltd Spain: Informacion Y Control de Publicaciones Sweden: Tidningsstatistik AB Switzerland: WEMF AF fur Werbemedienforschung Turkey: ABC Turkey UK and Ireland: Audit Bureau of Circulations Ltd United States: BPA Worldwide, Certified Audit of Circulations, Audit Bureau of Circulations

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Web Site Trafficpagesvisitsunique visitorsadvertising

Newspapersdailyweeklybulk distribution

Over 2,500 Media MeasuredConsumer Magazinescirculation audits subscriber study auditspass-along readershippostal audits

Electronic Mediaemail newsletterdigital editionsdatabases

Business Publicationscirculation auditspass-along readershipunitbuying influencecorporate rankings

Event Auditstrade showsconferencesseminarsexhibitor researchattendee research

bpaww.comall reportstop-line datasearch toolsemail alertsnews & information

Training/Educationmedia buyerssales representatives

Leading the World in Media Auditing.

Advantage: BPA Worldwide

Brand Reach

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Types of AuditsBrand ReachBusiness publicationsConsumer magazinesNewspapers Interactive (Web site)Events/trade showsEmail newslettersDatabaseseMediaSocial Media

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(Hours) 6 7 8 9 10 11 12 　 1 2 3 4 5 6 7 8 9 10

HomeHome HomeHomeTrain TrainOfficeOffice Dinner

NewspaperNewspaper WebWeb

MobileMobile

NewspaperNewspaper

MobileMobileWebWeb

Information News Entertainment Broadcast Broadcast

“Wider Horizons”, PubliGroupe

The format of any media becomes just a channel of distribution. Publishers are striving to become the provider for the consumers’ content needs, any time, anywhere.

Influences shaping the future:

Today's consumers are increasingly mobile, less loyal, and more schizophrenic (multiple media consumption patterns).

Consumer – Constantly on the move

“Wider Horizons”, PubliGroupeInfluences shaping the future:

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As a result….Ad Agencies are no longer loyal

to traditional media strategies and are in constant phase of experimentation.

To illustrate….GroupM reviews and consider over 250 media channels in planning campaigns.

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Fragmentation will demand far more complex multimedia solutions, and the media will have to be far more willing to demonstrate value for money.”

Mike Jarvis, Media Director, Banner Group

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Expanding print brand opportunities

Integrating brand portfolios Demand for more intelligenceMeasurement of these new

vehicles

The New Reality

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“Quaint” – the traditional concept of a single-title publisher, delivering a single printed product to a single audience.

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Multi-platform, cross-media publishers

Successful publishers are delivering specialized information to their audience in the format they prefer.

Outcome?

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Multi-media implicationsWho is measuring this for you? What is the measurement

technique?3rd party measurement to

industry agreed standards is vital to this new ecosystem.

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What is BPA doing about this?BRAND REACH AUDIT: “Audience access

opportunities” via a media brand

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Brand Reach Audit

Social Media

Wireless

RSS, etc. Events

E-newsletter

Website

Magazine

Brand

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Brand Reach AuditIn the past, we audited each channel

separatelyToo costlyBeta tested “Brand Reach Audit”, Live

July 1stThe Brand is the member – and we audit

all channelsCost effective integrated rate structure

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Brand Reach AuditKey to success is the

integrated databaseMay exist in a live

integrated environmentMay create the

integrated merge/purge file for the audit

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Brand Reach AuditProve production of each

product/channel/frequencyProve distribution of each

product/channel/frequencyProve audience profile

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Brand Reach AuditReport includes audited:

• Gross qualified distribution for each channel• Unique individuals• Average channels per individual/individuals

receiving only one channel• Matrix of channels• Website traffic• Unique individual demographic profile• Recency of involvement• Geo• Product frequency

Let’s look at two:

Leading the World in Media Auditing.

Advantage: BPA Worldwide

Web Measurement

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Web AuditingBPA, working

with Nielsen On Line (NOL), offers web measurement at no extra cost to BPA members

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The building blocks of a currency

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Clear rulesEngagement with stakeholdersKnown methodologyNo ‘black box’

Fair, 3rd partyCompletely objectiveNo room for ‘gaming’

Consistent over timeConsistent with global IAB norms’

Expert, credible approachSanctioned by the marketEducating the market

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Web Auditing: Core Metrics• Page impressions• Unique browsers• User sessions• Unique browser

frequency• Page impression

duration• User session

duration• Executive

summary

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Web Auditing: ProcessBPA’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

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Web Auditing: ProcessBPA audits both the individual

member and Nielsen OnlineMember sites are audited to

ensure proper tagging and exclusion of internal traffic

Nielsen system is audited by BPA’s certified CISA audit team

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Web AuditingThe 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 considering a web traffic monitoring, analytics, and reporting service provider.

• Atenga , Inc, research study, July 2008

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BPA/NOL Interactive Tool Pre-buy tool populated with

standardized audited activity Transparent 3rd party

measurement solution Reported activity adheres to

IAB Guidelines including filtering for spiders, robots, and internal users

BPA audits placement of tags and NOL’s collection and reporting system

Analytic Toolsvs. Non audited

Not standardized

Measurement tools managed by site owners

Reported activity does not adhere to IAB Guidelines

Screen Media:

Let’s have a look.

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Widget

http://www.totaltele.com/show.aspx?i=864

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What can be Measured?

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Standard Web Pages Streaming Video Content

Mobile Internet

40Survey - Overview

Users continually tracked across sites

Understand survey response by site/categories

Build a custom user profile

Invisible tag

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Site AnalyticsInvisible tag

AutomaticMatching

Survey

NIELSEN HOME PAGE

LOGIN PAGE - SITECENSUS

SITECENSUS - CORE

EXECUTIVE SUMMARY - B-to-B BREAKDOWN BY CHANNEL

DAILY BREAKOUT – PAGE IMPRESSION

Daily Email Reports…

Leading the World in Media Auditing.

Advantage: BPA Worldwide

2 Campaigns to SupportCross Platform Audited

Media

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Sample Campaign Tactics

Display Ad:CEOs

Display Ad:Media Buyers

Display Ad:Media Buyers

Customized Direct Mail

Customized Direct Mail

Non-Customized Direct Mail

Advertorials/ or Editorial copy

Banner Ads

Campaign Microsite

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Sample Campaign Tactics

www.saferwithBPA.com

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In Conclusion….

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BPA’s commitment: We are shifting focus from a print-

centric to a multi-platform service. We are offering an expanded range of

services to our existing customer bases.

We will continue to increase the demand for good measurement data.

We are broadening our offerings to address marketers’ continued demand for more accountability.

Leading the World in Auditing Media