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B2B


formeasure measure


professional engagement


Many business media companies invest heavily in efforts to quantify, qualify and prove the value of their media to business decision makers. Michael Toedman


investigates recent initiatives by B2B industry associations to support the value of B2B media, and their efforts to grow


I


ndependent audits provided by organisations such as BPA Worldwide provide advertisers assurance they are getting an honest return on their advertising or sponsorship investment. According to the BPA, this ensures:


• Advertisers can better target and focus on audience ‘quality’ and ‘engagement’ instead of simply ‘more is better’.


• Ads in audited media are more valuable since advertisers know what they are buying and the media owner can prove the audience being delivered.


• Advertisers can move from a media buy based solely on price to one based on effectiveness and proven ROI.


Growing investment in new digital and mobile platforms has driven innovation across the industry, and as Mike Marchesano, managing director, ABM and CISD Divisions, SIIA, highlights: “Qualify does have many meanings. Third party auditors provide independent analysis, along with companies like Chartbeat which tracks engagement, and other emerging companies who are looking at social media as


www.fipp.com


well. And publishers are also doing interesting things. For example, Cygnus Business Media has created customer personas to show how customers are accessing its content and consuming it across multiple platforms.” ABC in the UK launched a Total Audience Certificate last year, which claims to measure a brand’s entire audience through merging traditional ABC auditing of print and online assets, with the data analysis from PwC’s multiplatform measurement system, used by the Financial Times, Centaur Media and UBM’s Built Environment division. Sam Tomlinson, the PwC partner who leads their media measurement practice, said: “An understanding of cross-platform audience reach is critical information for any advertiser planning either a reach or frequency campaign.” The FT’s Average Daily Global Audience certificate breaks down its readers’ activity across online, mobile web, apps and print across four regions. Separately, the FT have also been developing models around engagement which are starting to be utilised in both audience demographics and pricing models. While innovation accelerates in audience


measurement and validation on a publisher and site level, advertisers are investing greater budgets into audience targeting, data, and CRM, often outside of B2B media owner platforms. Profiled here are two interesting initiatives from B2B media industry bodies that are gathering momentum, and aim to support the continued business case for B2B media owners who bring together business buyers and sellers to facilitate business and purchases.


DEUTSCHE FACHPRESSE (the German Association for Business Media) represents 400 member publishing houses in a sector with a total of around 3,900 publications and sales of more than €3bn. Their B2B Decision Maker Analysis 2013/2014 investigates how professionals in Germany search for and obtain information. It is based on 606 telephone interviews. The study found that B2B magazines continue to be one of the most important sources of business information, with 83 per cent of decision makers in Germany saying they have used one or more B2B publication in a business context in the last 12 months, with 94 per cent confirming they have used either a


Magazine World | Issue 86_2014 51


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