The results showed:
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84% of buyers are wary of self-reported data
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81% of buyers agreed that ABC data is important in their media buying decisions
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76% of buyers agreed ABC data saves them time they’d otherwise need to spend checking facts!
Craig Smith, Senior Trading Director, GroupM (pictured) told us:
“ABC represents a gold standard of measurement, vital to supporting publishers, vendors and our market. It’s important that we have this verified data available to showcase the true strength of brands to our clients.”
“But buyers never ask for ABC!” we hear you say…
The truth is, with everything available online, buyers (and anyone) can easily see if you’re ABC-audited or not!
Advertisers and agencies access ABC data through our datahub, by searching for a certificate on our website, and/or they use third party data suppliers such as Adwanted. They do this when selecting titles for a media plan, investigating circulation data or while creating reports for their advertising clients.
This means they frequently make decisions based on ABC data. So you might not even know they’re looking… until you see a new ad campaign in a competing title!
Securing advertising spend is challenging…
…and that’s where ABC certification sets you apart.
- ABC places your brand on the map for advertisers, differentiating you from unaudited competitors and giving you a valuable commercial edge.
- ABC certificates display clear and accurate reporting, showing your data is credible, transparent and trustworthy.
- ABC figures support your sales teams, enabling them to speak confidently about the true reach of your brands.
Ultimately, ABC helps you build and maintain trust with advertisers and their agencies. And trust is what makes them decide to place their ad spend with you.
We have over 80 of the top media agencies signed up as ABC members so they can access the latest data!
