BPA, Nielsen Online to Deliver Co-Branded Web Site Audits
BPA to bundle enhanced Web site traffic measurement with all audits without increasing fees.
BPA Worldwide announced that has partnered with Nielsen Online to bundle enhanced, real-time Web site traffic measurement with all print and event audits without increasing existing dues and fees.
The new tag-enabled census tool, powered by Nielsen’s SiteCensus service, will be launched in beta test to BPA members already participating in BPA’s log file-based interactive audits, as well as those members with print audits who have volunteered to participate in the test. The beta test is scheduled to run September through December with full roll-out to BPA’s membership in January 2009.
“We saw the opportunity to give back to our members a truly value-added package to measure their entire brand,” Glenn Hansen, president/CEO, BPA World wide, said in a statement. This ‘integrated pricing, integrated media’ approach is vital to BPA’s mission to lead the world in media auditing. And that mission only becomes truly validated when we can say ‘whatever the channel’.”
BPA members will be able to access information such as page impressions, unique browsers, users’ sessions, unique browser frequency, user session duration, page duration and an executive summary of the above—on an unlimited basis to retrieve nearly-real time data, 24 hours-a-day, seven days a week. The ability to select by market sector, country of origin of traffic, or specific site also exists.
Members can print or download Web site traffic information based on daily, weekly, monthly or historical reports, or forward the traffic data directly to sales staff or prospective advertisers. Although BPA will not produce individual reports for the online data, top-line web data can be integrated with a brand’s BPA circulation or attendance data. BPA will also work with Nielsen to collect qualitative survey data from Web site users for more robust measurement and demographics by site and market sector.
“By bundling SiteCensus’ comprehensive and independent data and insights within its audit services, now delivering both on- and offline brand measurement, the BPA will increase value for its members and, ultimately, advertisers,” Manish Bhatia, president, U.S. sales and global services, Nielsen Online, said.
As part of the agreement, BPA will conduct a System Certification on Nielsen’s SiteCensus tool on an annual basis to ensure it is properly collecting and reporting web traffic data. BPA will also continually audit each Web site to ensure correct tag placement and number of tags per page, as well as accurate filtering of spiders, robots and internal users from traffic counts.
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