We’re excited to say we’ve just completed an Agency Training Roadshow to help buyers and planners learn how they can find important trading information using our redesigned certificates.
At each session we summarised the key updates to our Reporting Standards and walked agency teams through the new certificate design, demonstrating the ease with which they can now find and compare the primary trading metrics they use. Teams quickly picked up on the benefits of colour-coded primary metrics, standardised presentation across different market sectors and the use of graphs, charts and tables throughout each certificate.
The enhanced emphasis on the primary trading metrics used by buyers is also reflected in our new-look Interactive Reports. We release these electronic reports throughout the year so recipients can view ABC data across each market sector as a whole.
Read more about our Standards updates and certificate changes in our previous news release ‘All change for ABC’.
Jan Pitt, Commercial Director, explains, “As our Standards and certificate changes have been delivered in response to detailed consultations with agencies, it was important to demonstrate how easy it now is for them to find the ABC data they need. We were also keen to hear the feedback from team members at all levels, and are delighted with the positive comments so far. As always, we encourage further suggestions so we can continue to deliver the best service we can for the industry.”
Here’s some of the feedback we’ve had from the agencies we’ve seen:
Craig Smith, Trading Director, Print & Digital Display, Mindshare: “ABC’s training session was incredibly useful, making it clear to my teams how much information is available to help them trade - from extra detail on actively purchased copies to where free copies have been distributed. Some of our attendees who’d been trained in digital ad trading were amazed this level of trusted detail existed for ABC-verified media brands. The new certificates are simple to use, look great and provide a much simpler format which will ensure more frequent day to day use.”
Nicola Gummer, Journey Activation Print Director, Wavemaker: “ABC’s roadshow presentation was packed with useful insights and the levels of granular detail on the new certificates was impressive. The team left with a greater understanding of the value and accessibility of ABC data available to them.”
Steve Hare, Head of Publishing, Digital Trading & Cinema, Initiative: “This was a fantastic session. ABC is an invaluable resource for media buyers and the improved accessibility of data through coloured graphs and charts makes it much easier for us to find the key figures and information that support trading.”