Clients back ABC’s attempt to monitor advertising on Net

Advertisers have given firm backing to the Audit Bureau of Circulations’ efforts to introduce standardised Website audits.

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

Internet.



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.’



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