Added over 3 years ago

Minutes of a tele-conference meeting of the Executive Board held 10.00am London time, Monday – 9 September 2013.

                                             INTERNATIONAL FEDERATION OF AUDIT BUREAUX OF CIRCUATIONS

Minutes of a tele-conference meeting of the Executive Board held 10.00am London time, Monday – 9 September 2013.

Present :
Mr Jerry Wright – President – in the Chair
Mr Eusebio Serrano
Mr George Bohlander
Mr Pedro Silva
Mr Magnus Paulsson
Mr Paul Dovas

Apologies :
Mr Hormuzd Masani – Treasurer
Ms Iwona Szczesna

In Attendance :
Mr J Matthews representing
Macomm Management Services Sdn Bhd
Secretaries to the Federation

1. MINUTES: The minutes of the meeting of the Executive Board held 22 July 2013 having been circulated, were taken as read and confirmed.


2.1 IFABC Workplan 2010-2012

2.1.1 Role of IFABC/Industry Advocacy –

a. IFABC Name Change - Chairman proposed that the organization remained as IFABC but a new descriptor ‘International Federation of Media Auditing Organisations’ be considered. He said that he would give Executive Board Members one more opportunity to come up with any other suggestions.

b. Promote the growth of bureaux in new geographies – Mr Eusebio Serrano said that there have been enquiries seeking assistance to form bureaux from Ivory Coast and Zambia. He said that he had responded to them He had contacted OJD France to obtain advice as they had many contacts in Africa.

There had been no progress with the Latin American nations. He would continue to work with Mr Pedro Silva on the matter.

Mr George Bohlander suggested that a table of countries contacted and the current status could be tabled at the next meeting.

c. Not-for-profit principle – Chairman said that the report from the Secretaries indicated that although 18 replies had been received with 11 in favor and 6 against, with one seeking more discussion; the amendment was not carried as a two thirds majority was required. Chairman said that most people had not bothered to vote. He added that the matter would now be put on hold till the next GA. Meanwhile the status of ‘irregular’ members would also be on hold until then.

2.1.2 Knowledge sharing/Business Development

a. Central knowledge store – Chairman said that Ms Iwona Szczesna had started the project of collecting data on magazines and seeking feedback from Executive Board Members on the format. Chairman requested Executive Board members to do so immediately after the meeting.

b. Improve internal communications – Website – Mr Paul Dovas requested Members to inform him of any issues they may have.

2.1.3 Digital Standards and Measurement

a. ‘Hybrid’ Online Audience Measurement - Mr George Bohlander said the Committee had a discussion on September 5th to create a set of principles, a proposal of which will be tabled at the next meeting of the Executive Board. Mr Bohlander said that the EACA was assisting the committee to try and obtain some financial support from the EU. He continued and said that Mr Richard Foan was in liaison with Mr Michael Lavery on the principles.

Mr Eusebio Serrano said that comScore was conducting hybrid measurement in Spain. He added that there was a news report Nielsen was re-entering the market in Spain.

Mr Paul Dovas said the digital analytical product of comScore was touted to be one of the best and it will help fuse the new readership metrics with Nielsen online data in Australia. The research with the new readership metrics was being paid for by the newspapers. There was no industry governance – and IPSOS was providing feedback to the agencies. As for the next steps, Mr Dovas said that they were doing the best they could with different approaches. He felt that it would be hard to arrive with a common standard. He said that working on common principles was a good start.

b. Digital Editions and Publications – at the Web Standards meeting in London in September Mr Glenn Hansen was updating the Group and have sent the minutes of the latest Digital Committee meeting. In October there will be a next meeting scheduled for the Digital Committee.

c. Event Audits – Mr Paul Dovas said that he would be following up on the matter. Mr Magnus Paulsson said that Sweden has just started with event audits as there was a demand from consumer magazines. Chairman said that the event audits market was stable in the UK.

2.1.4 Governance &Finance

a. Finance – Chairman referred to the report submitted by the Treasurer and said that Mexico had still not paid. He instructed the Secretaries to suspend the Membership of Mexico if the annual membership due was not received by 28 September 2013. Mr Eusebio Serano said that he would follow up on the matter.

The Executive Board approved the payment of the Invoice No 27733-1 from Cyberdesign Works amounting to Australian $99-00 being website updates and maintenance.

It was noted that there was a balance of € 65,706-80 in the HSBC bank in Singapore. Chairman said that perhaps consideration should be given to subsidizing the cost of members’ registration fees for the GA.

3. THE FUTURE OF MEDIA MEASUREMENT – STRUCTURE AND METHODOLOGY – Chairman said that the discussion at the previous meeting of fusing data across platforms could be a topic for discussion at the GA. This could include the developments with hybrid measurement – panel and site centric data. Mr George Bohlander said that perhaps a follow up to the survey done for the Spain GA could be discussed at the next Executive Board meeting. Chairman said that it was a possibility to commission some new work on which way the industry was moving.

4. IFABC GENERAL ASSEMBLY 2014 – Mr Pedro Silva said that he was proposing that the GA take place either in the 3rd week (beginning 20th) or 4th week (beginning 27th) of October 2014. He also proposed that the event be held in Rio de Janerio. He would re-apply the learning from the Madrid GA in respect of the Agenda, the sight-seeing etc. He added that flights from Sao Paulo took an hour to Rio. He said that he would be looking at the cost to make it effective for Members to attend.

Chairman requested the Secretaries and Exco Members to check whether any major industry related events would be taking place on the dates mentioned. He added it was important to present another quality programme so that Members would see a reason to attend.

It was noted that some of the content would deal with the future of newspapers and magazines. It was also important to have representation from advertiser and agency associations. As for external speakers, reputable representatives from an advertiser, and agency with a digital presence would be necessary. There must be an integrated approach to the content. Discussion took place and it was agreed to form a task force to focus on content. Chairman requested Mr Pedro Silva to set up the task force. The task force will report to the Executive Board. Mr George Bohlander said that Members could give some thought and provide some inputs – have a couple of priorities. He hoped that the task force will consist of people from the different regions. He also suggested sending out a short questionnaire to the Members to seek their inputs to obtain an idea of the key priorities. It was agreed to finalize the date and the city and then send to Members for an overall view.

Mr George Bohlander asked whether non-member countries from South America would be invited for the GA. Mr Eusebio Serrano said that it would be interesting to invite professional associations from Chile, Peru, and Columbia to participate in some key sessions.

Chairman said that all Members must be encouraged to attend the GA.

5. NEXT MEETING – the next meeting of the Executive Committee will be held 21 October 2013 at 10am (London time).


a. Asia Pacific ABC – Mr Paul Dovas said that the APABC was wondering whether they could park their funds with a sub-account of the IFABC. This was because APABC was not a registered entity and was therefore unable to open a bank account of its own. The Secretaries said that the Treasurer would have to propose a decision on the matter.

Posted by Australia at 4:53 pm 0 Comments

Added over 3 years ago

AMAA new audited website measurement service announced

The Audited Media Association of Australia (AMAA) today announced the launch of its new audited website measurement service, which will provide members with a range of audited website metrics to use when buying and selling online advertising.

The service will consist of a comprehensive audit and reporting framework delivered exclusively by the AMAA that will include average daily unique browsers, page impressions and session data metrics. These are based on global standards set by the IFABC and are part of a broader suite of metrics the AMAA is exploring, which include unique devices and video activity.

Dr Stephen Hollings, Chairman of the AMAA said the new service was developed to deliver metrics that are accessible by the smallest website publisher to the largest and which are in line with the AMAA’s existing audit services.

"The service builds upon our members’ desire for website measurement that carries the same level of auditing rigour and transparency that we apply to print and events. Our non-profit mission remains focused on bringing accountability and trust between advertisers, agencies and publishers in an ever-changing media industry,” said Dr Hollings.

The AMAA’s audited website measurement service is made up of four key elements; a tag management system, automated site scanning technology, an analytics platform, and audit services along with data reporting which will be delivered by the AMAA to ensure robust and consistent audited measurement.

The development of the service followed the completion of the request for proposal process begun in May this year to select an analytics platform. This was overseen by a technical review committee that brought together advertiser, media buyer and website publisher members and was independently chaired by Christian Bartens, founder and director at Datalicious and chair of the ADMA Data and Analytics Expert Group. 

The review committee assessed analytics platform vendors on pre-agreed selection criteria, which included methodology, quality of service, relevance, scale and capacity - with comScore’s Digital Analytix product selected as the analytics platform.

 The independent committee was made up of a range of industry professionals: 

  • Christian Bartens (Chair)- Datalicious
  • Sarina Ballauff - UM Australia
  • Ricky Chanana - Maxus Australia
  • David Gaines - Edentify
  • John Grono - GAP Research
  • Steven Kiernan - Haymarket Media
  • Richard Lindley - Realview Technologies
  • Kylie McCaig - Private Media
  • James Perry - Gorilla Nation
  • Brian Rock - Ten Network

Paul Dovas, AMAA’s chief executive officer, expressed his gratitude for the previous arrangement with Nielsen and explained what this new approach means for the industry and its members.

“We are grateful for the opportunity to have worked with Nielsen over the last four years and while today's announcement represents a new era and a new approach by the AMAA, our commitment to deliver census-based, audited website measurement to our members remains as important as ever.”

The AMAA will commence implementation of the new service in the coming weeks with the first reporting of data scheduled for December.

The organisation will be providing more information during its half-day Accountability in Ad Spend Conference on Wednesday 23, October 2013 at the Sydney Convention and Exhibition Centre. If you are interested in attending please contact Marketing.

Members can register for further information with an email to Ben Willson

Posted by Australia at 1:57 pm 0 Comments

Added over 3 years ago

Mexico Membership Reinstated

The Executive Board, on receipt of the 2013 Membership subscription from Institutido Verificador de Medios, Mexico, has revoked the suspension of their Membership with immediate effect.
Institutido Verificador de Medios, Mexico is therefore eligible to enjoy the privileges of a Full Member.

Dated:10 October 2013

Posted by Australia at 2:53 pm 0 Comments

Added over 3 years ago

ABC re-launches Spiders & Robots service to industry

Posted by at 7:00 pm 0 Comments