Advertisers have given firm backing to the Audit Bureau of
Circulations’ efforts to introduce standardised Website audits.
The vote of confidence is revealed in a survey carried out by the
Incorporated Society of British Advertisers, which found that a fifth of
its members were already advertising or planning to advertise on the
Of those expressing an intention to advertise on the Web, the ABC claims
that 100 per cent stated a certificate from the bureau’s recently
launched electronic arm, ABC//electronic, would be of value.
ABC//electronic was set up earlier this year to audit the use of
Websites to globally agreed standards, in much the same way as the
auditing body certifies sales of magazines and newspapers. The first
certificate for a Website audit was issued in April to the computer and
financial publisher, VNU, for its mag.net site. Others are expected to
follow shortly, including Microsoft’s MSN and Capital Radio, which both
recently signed up for ABC//electronic audits.
Richard Foan, head of ABC//electronic, commented: ’Rather than the ABC
doing research, we wanted each organisation to do its own research among
its membership to validate the level of interest. The survey shows
clearly that those larger companies planning to spend money on the
Internet expected the ABC to audit Websites.’