IFABC Newsletter - July 20212021-07-23
感謝大家的貢獻，希望你們能從中找到有趣的閱讀方式，並且以便利的方式了解 IFABC 成員所參與各種不同的事情以及各個地區的最新情況，請注意以下"IFABC 事項"部分，涵蓋了許多主題，包括關於WAN-IFRA世界新聞趨勢報告的說明，我們很榮幸為會員說明。
台灣ABC 2021 會聚焦在:
1. 推出2020年臺灣媒體測量白皮書，將於第三季發佈 http://www.abc.org.tw/2020whitepapers/
3. 與台灣主要的產業聯盟合作:像是TAAA、4A 、MAA和其他大學。
捷克共和國的 ABC 專門提供給印刷媒體及電子版本審計後的數據。
我們將新的週報、雙週報及月刊從先前發行需審計的 6 個月調整縮短至 3 個月。
並排除蘋果在整個大環境下的數據的競爭，事實上這份擔憂已經使法國的Autorité de la展開調查。
Polskie Badania Czytelnictwa¬¬ --- 波蘭讀者調查(PBC取代了ZKDP-ABC波蘭)成為IFABC的正式成員，
根據IFABC執行董事會的決定，PBC以獲得正式IFABC的成員身分，有效期至 2022年下一屆的IFABC 大會召開，
PBC 計劃在 2021 年秋季召開一個線上會議，其工作標題為"新聞好感度-為什麼品質內容對廣告感知很重要"，
審核過程包括使用 OJD 專門為此設計的移動程式拍攝的隨機照片，它可以記錄地理位置、時間資訊和廣告活動，
第三季末將增加新功能以滿足當前客戶的需求，用戶的個人資訊將由調查公司收集在不同位置，這項資訊會包含在獨家服務的「DOOH 廣告活動概述」 中。
請注意我們現在的地址為: Charter House, Black Prince Yard, 207-209 High Street, Berkhamsted, HP4 1AD.
而在其他部分，我們審核了來自 BARB 數據中包含的各種廣播公司的人口普查數據，很高興在經過投標過程後我們能保留與英國電視JIC BARB 的合作。同樣在電視領域，我們也參與了廣播公司 CFlight 的發佈，主要在提供一個新的工具來測量有線電視和BVOD的廣告活動覆蓋面。
USA & Canada美國和加拿大
2020年AAM 推出了能更快速發布新聞媒體的簡易審計畫，由於 2021年3月的審計是首次使用新規則進入市場，所以我們發佈了一些有關美國新聞媒體更新的常見問答和新報表的影片概述。我們正與出版商和買家討論一項新的措施，以更簡化2022年的雜誌審計。
I sincerely hope this newsletter finds you well and enjoying life.
Earlier this year your Executive Board set out a programme of communication with members. We took advantage of everyone’s newfound familiarity with Zoom to host our call in February, but as with all forms of communication each has its place and no one tool is best for everything. So to complement our online (and hopefully in the not too distant future, face-to-face) gatherings we’ve introduced this newsletter.
Thanks to everyone for your contributions. I hope you find it interesting reading and a convenient way to catch up on the many and varied things IFABC members are involved in. As well as the various country updates please note the “IFABC Matters” section that follows them. This covers a number of topics including a note on the WAN-IFRA World Press Trends report, which we’re pleased to attach for members.
Very best wishes,
Taiwan ABC’s 2021 focus will be:
1. Launch our 2020 Taiwan Media and Measurement Whitepaper which will be released by Q3 http://www.abc.org.tw/2020whitepapers/
2. ABC Data Seminars: Opening for our sponsored members, marketers and agency staff.
3. Co-event with major industry associations such as Taiwan Advertiser Association, Taipei 4A, Media Agency Association, and major universities.
Due to the rise of COVID pandemic since May, we assume most of the events and activities may be postponed or conducted online in 2021.
ABC in the Czech Republic is exclusively focused on providing audited figures for print media circulation and their electronic versions.
In 2020, a total of 25 titles ended their cooperation with our company due to the decrease in advertising volume and periodical sales, which was also further enhanced by the coronavirus pandemic. Out of this, 15 titles are no longer being published, and the others left for financial reasons, or with an explanation that they have direct advertisers, and the auditing of circulation data is not useful.
In the first half of 2021, the market stabilized and there was a slight recovery. Thanks to that, we have noticed an increased interest in the joining of new titles. In March 2021, for newly adopted weeklies, bi-weeklies and monthlies, we approved reducing the issuing period of a title before an initial audit from 6 to 3 months.
Currently, in our system, we have 10 titles applied of which 8 titles are new, and 2 titles have started to be released again under a new publisher.
On June 11th 2021 ABC ČR celebrated 25 years since its founding in 1996. Despite the small media market, in the last 10 years, we have managed to maintain a relatively stable number of audited titles which currently stands at approximately 140.
Apple Tracking Policy
With the most recent updates of its mobile operating systems, in April 2021 Apple implemented a new global App
Tracking Transparency policy (the“tracking policy”). The policy obliges app developers to display an
additional (Apple-designed) prompt to request permission from end-users for the developer to“track" the user, even when the user has already consented to the sharing of its data through the developer’s own consent tool. Some have welcomed the new policy as
a step to enhance privacy. Others see it as a “bombshell for third-party mobile ad tech” that, together
with Google’s disabling of third-party cookies, only entrenches the data supremacy of Apple and Google,
and forecloses data-based competition across the entire Apple ecosystem. These concerns in fact have already triggered
an investigation by the French Autorité de la concurrence. In May 2021 eight German media and tech
associations issued a joint complaint against Apple before the German Bundeskartellamt. IVW Germany is one of those associations.
New Privacy Regulations in Germany
Due to new data protection restrictions in Germany (the legislative act is called ”TTDSG“), which applies from December 2021, the IVW-Digital must convert its census measurement to a cookie-consent-free measurement, which will probably (in a transition phase) only provide contacts (page impressions). The around 1,400 IVW-Digital websites and apps are therefore currently required to migrate to the new measurement system. IVW Germany is lobbying continuously for an exemption concerning” audience measurement “in the upcoming European ”ePrivacy Regulation“.
General situation in print media
As before, the digitization of print media is currently the dominant topic in the triangle of publishers, advertising agencies and advertisers. Although sales of digital editions are rising steadily, they cannot compensate for the losses of printed newspapers and magazines. Nor are they currently able to generate the revenues that print media contributed to publishers' profits in past decades. Therefore, publishers are still searching for the right way forward, both in terms of stabilizing circulation and on the monetary side.
The following topics are in the focus of IVW Print:
Reporting of a total number
The advertising agencies have commissioned IVW to create an overall figure from the three product categories of print media, ePaper and paid content offerings. The central criteria here is that the three products must come from one brand family. In the deliberations that have been going on for some time, newspaper publishers have still shown marked restraint. The background to this is that sales from paid-content products, in particular, could also be included here, which are very low. This would affect the value of the overall figure and possibly dilute the performance indicator. The consultations are continuing - but we are confident that we will be able to conclude them satisfactorily during this year 2021.
Usage indicator/delivery proof
The demand to provide a usage indicator for ePapers in the form of a proof of delivery also came up from the advertising side. The background to this is that the digital editions of print media are often also sold in combinations - here the advertising agencies would like to have the certainty that the buyer is at least in possession of the ePaper and has the opportunity to read the digital edition.
ePaper without print counterpart
In order to include the circulation figures for ePaper, it is imperative that an identical print counterpart (replica) has been published. Some publishers will move away from this in the future and produce only individual print editions, or none at all. However, the publishers would like these pieces to be reported under the exemplary media genre of – for example –newspapers. IVW is currently developing a catalogue of criteria for this purpose, which is to be incorporated into the corresponding regulations.
A very large project for IVW is the changeover from on-site audits to centralized audits or audits in the auditors' home offices. The aim is that from the middle of the year 2022 around 50% of the regular circulation audits will no longer be carried out on-site at the publisher. This is definitely a timely, and perhaps overdue, approach and will save costs, time and, in the long term, personnel. Individual tools are being developed for this project and existing digital tools are being developed.
On the 1st of March 2021, Japan Joint Industry Committee for Digital Advertising Quality & Qualify (JICDAQ) was established for the purpose of third-party certification of the quality of digital advertisements.
JICDAQ sets the business process standards for “Brand Safety ensuring the quality of the ad place” and “Exclusion of Invalid traffic (including Ad fraud)”. And certify companies who operate businesses complying with the standards.
JABC has been designated as a validation vendor that check companies meet the standards JICDAQ have set.
Please see also this article
About 80 companies have joined JICDAQ and our validation will start in July. The first certification of JICDAQ will be given to companies in October.
(The date of the first certification might be late because of the number of companies to validate)
We have been preparing for this for over two years, learning about digital ad from IAB Japan every week.
Two of our staff visited the ABC UK and were trained on digital validation job by them.
Information from the IFABC members also helped us to update our knowledge!
We audit circulations without visiting publishers having them send us evidence and materials. When it is needed, we communicate with them on video conference.
Polskie Badania Czytelnictwa – Polish Readership Surveys (PBC) has become a full member of IFABC in place of ZKDP - ABC Poland
PBC has obtained the status of a full member of IFABC. The tasks related to audit of the press in Poland had been taken over from ZKDP - ABC Poland (a former IFABC member). According to the decision of its members, ZKDP was dissolved.
By the decision of the Executive Board of IFABC, PBC has obtained the status of a full member of IFABC, which is valid until the next IFABC General Assembly in 2022. The tasks performed in previous years by ZKDP are currently fully carried out by PBC. In January 2020 the audit and dissemination of press run and circulation, as well as digital content data of press titles, were transferred to PBC. Responsibilities related to the audit were transferred to PBC in order to strengthen the position of press publishers in the market and to create a modern, integrated research center.
Currently, the scope of PBC's activities includes:
Press run and circulation of controlled press titles audit,
Press advertisement research - the data about perception of and engagement in advertisement is collected in a passive way.
In advertisement research, PBC uses the eye tracker measurement, a modern solution that measures the time and number of reader’s contacts with the advertisement.
PBC offers a PBC Planner - an advanced platform for media houses and advertising agencies for planning advertising campaigns in the press.
PBC periodically publishes reports showing the latest trends and tendencies in the press market based on audit data - the increase of e-editions of press titles sales among others. Qualitative reports dedicated to groups of titles are also created, for example on the subject of how to regain readers in new ways in the pandemic, based on materials obtained from publishers.
See more at www.pbc.pl
“Press well-perceived” – an online conference
PBC is planning an online conference for autumn 2021 with a working title "Press well-perceived - why qualitative content matters for the perception of advertisement". The event is aimed at media houses and advertising agencies in Poland that plan advertising campaigns in the press on a daily basis.
The conference will be attended by media and advertising experts from Poland, the UK and the USA. During the conference, experts will talk about how readership is measured based on the UK example and why quality content matters for ad perception. They will elaborate on why brands should invest in premium content and brand safety, as part of planned campaigns.
They will also demonstrate how a reader sees an advertisement, how engagement in the medium differs from engagement in advertisement and how the press influences readers' purchasing decisions. The subject of new qualitative indicators to measure engagement in press advertisements will be mentioned too.
OJD Spain DOOH audits to add user’s profile - More than 1.200 screens audited in Madrid and Barcelona
Four years ago, OJD Spain launched the DOOH audit services to certify ad campaigns served by DOOH players. In March 2021 the number of screens audited rose to more than 1.200, across public places in Madrid and Barcelona. Nowadays the main vendors are starting the test period for auditing in-door screens in shopping malls, supermarkets, and other massive people traffic locations (airports, railway stations, cities underground, etc.)
A complete ad campaign report is accessible for clients with the information collected from the different SSPs used to plan and serve the DOOH ad campaigns. The OJD’s service allows on-demand Audit Reports for agencies and advertisers once the campaign has been served. Total impressions per brand, per vendor, per formats and locations are reported for all campaigns audited.
The audit process includes random photos taken by street inspectors using OJD’s mobile app specially designed for this purpose. It captures the geolocation, timestamp and the copy of the ad campaign and the data is sent to the internal database to be matched with the media planning.
DOOH major multinational and domestic companies are providing trusted data to their clients according to industry-agreed standards.
New features will be added at the end of the third quarter to meet current clients’ demands. User’s profile data will be collected for the different locations (screens) where the campaign is showed by a survey company. This additional information will be included by the exclusive service “DOOH Ad Campaign Overview”.
For more information see www.ojd.es
UK & Ireland
As it was for everyone, 2020 was a busy year adapting to the challenges of the pandemic. We issued a raft of temporary adjustments to our rules, essentially designed to provide publishers with the flexibility they needed as they rapidly evolved their routes to market. These steps were well received by the industry. Indeed, some have led to permanent changes.
One new set of standards developed due to changes brought about by the pandemic is Digital Events (for webinars, virtual exhibitions and similar events). These measure attendance at a live event or through catch-up viewing up to 3 months after. There must be a mechanism to de-dupe repeat views by the same individual. We released a case study on the first certificate issued under these new standards.
Closer to home we took the decision to reduce our office space to reflect the new ways of working that our staff have adapted very well to during the last 15 months. Please note that our address is now Charter House, Black Prince Yard, 207-209 High Street, Berkhamsted, HP4 1AD.
In other areas we were delighted to retain our contract with BARB, the TV measurement JIC in the UK, after a very thorough tender process. We audit the census data collection from the various broadcaster video-on-demand (BVOD) players included in BARB’s data. Also in the TV space, we’re involved in the launch of Broadcaster CFlight, a broadcaster initiative providing a new tool for measuring ad campaign coverage across linear TV and BVOD.
We’ve also enjoyed collaborating with our colleagues from JABC in Japan in the area of brand safety. You can read more about their impressive initiative in this area in their notes.
USA & Canada
Here are a few quick updates on what’s been happening with the Alliance for Audited Media in the U.S. and Canada over the past few months.
In 2020 AAM introduced an audit simplification initiative to create less time-consuming audits for our news media publishers. Since the audits for the March 2021-ending period are the first to enter the market under the new rules, we published FAQs about updates to U.S. news media audits and a video overview of the new audit statement. We are having discussions with publishers and buyers on a similar initiative to simplify magazine audits in 2022.
Speaking of magazines, we recently released the Q1 2021 Magazine Media 360 report, which includes cross-channel numbers for nearly 100 magazine brands. See the top 10 list of magazine audiences or download the full report.
In December 2020, we launched our Digital Publisher Audit, which differentiates publishers that offer quality advertising environments and allows marketers to make better, more productive media investments. This month we announced a partnership with the IAB Tech Lab to integrate AAM-audited digital publishers in the IAB Tech Lab’s Compliance Registry, which allows buyers and ad tech vendors retrieve a company’s status for various industry compliance programs in a consistent, easy-to-access format. We see this as another way to connect quality, audited publishers with media buyers.