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BPA Worldwide and Nielsen Online to deliver co-branded near-real time website audit

12-September-2008
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BPA Worldwide and Nielsen Online to deliver co-branded near-real time website audit

BPA has joined hands with Nielsen Online to bundle enhanced website traffic measurement with all print and event audits without increasing existing dues and fees. BPA members around the world will now have near real time online reporting of audited web activity included with circulation audit of print products and attendance at exhibitions or events.

Glenn Hansen, President and CEO, BPA, said, “Last year, we made the decision to manage revenue and expenses of our not-for-profit organisation to enable BPA to offer more services for the same existing rate. Cost containment measures and pricing management enable BPA to return value to its members by including 24x7 web measurement for every member with no change in dues or fees. We saw the opportunity to give back to our members a truly value-added package to measure their entire brand. This ‘integrated pricing, integrated media’ approach is vital to BPA’s mission to lead the world in media auditing. And that mission only becomes truly validated when we can say ‘whatever the channel’.”

The new tag-enabled census tool, powered by Nielsen’s SiteCensus service, will be launched in beta test to BPA members already participating in BPA’s log file-based interactive audits, as well as to those members with print audits who have volunteered to participate in the test. The beta test is scheduled to run September through December with full rollout to BPA’s membership in January 2009.

“Nielsen Online and BPA Worldwide share a common goal of driving transparency and accountability within the online advertising industry, and we are delighted to be working together to support this important initiative,” said Manish Bhatia, President-US Sales and Global Services, Nielsen Online.

He added, “By bundling SiteCensus’ comprehensive and independent data and insights within its audit services, now delivering both on-and offline brand measurement, BPA will increase value for its members and, ultimately, advertisers.”

Commenting on why BPA chose to work with Nielsen, Hansen explained, “We chose Nielsen because like BPA, Nielsen is a globally recognised brand in the media industry. It has cutting edge, patented web measurement and reporting systems in place, and an installed base of media buyer users.”

The ‘BPA powered by Nielsen Online’ solution offers website traffic metrics providing an industry standard that gives advertisers and media buyers an apples-to-apples comparison when making their marketing decisions.

This new solution will create a level playing field with a single set of standards-provided on a constant basis-performed by one analytics tool-that advertiser and agencies can trust as accurate. A single, standard web measuring system across BPA membership eliminates any guesswork on why data is different amongst competitive sites.

BPA will not produce individual reports for the online data, but top-line web data could be integrated with a brand’s BPA circulation or attendance data. BPA will also work with Nielsen to collect qualitative survey data from website users for more robust measurement and demographics by site and market sector.

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