Digital Media and Marketing Association

1st Annual Publishers Conference

Oct 2013

Measurement Portfolio Update

‘‘EVERYONE HERE HAS THE SENSE THAT RIGHT EVERYONE HERE HAS THE SENSE THAT RIGHT NOW IS ONE OF THOSE MOMENTS WHEN WE NOW IS ONE OF THOSE MOMENTS WHEN WE

ARE INFLUENCING THE FUTURE’ARE INFLUENCING THE FUTURE’

STEVE JOBSSTEVE JOBS

The 2013 Tender Process

The 2013 Tender Process The DMMA and its members need to plan for a smooth and successful tender for the next measurement vendor as the Effective Measure contract ends in April 2014. The following process will be followed:•10 October 2013: RFP (Request for Proposal) will be sent out for pitch•31 October 2013: Initial presentations, informal discussion and brochures / proposals delivered from Vendors in response to this document•15 November 2013: Vendor shortlist vote and delivery of full RFP to vendors•29 November 2013: Selection of Vendor for 2014 - 2017 and contracts signed.•December 2013 – March 2014: Handover to new vendor.

Potential vendors

Open tender, however the following vendors have been identified:•Gemius•Effective Measure•Nielsen•Quantcast•ComScore•Google•Adobe SiteCatalyst (previously Omniture)•Truviso (Cisco)•AT Internet

Next tender selection committeeJarred Cinman, Managing Director, NativeTimothy Spira, General Manager, Online Division, eNCAGustav Goosen, CEO The SpaceStationAndrew Allison, Chief Financial Officer, QuirkFred Roed, CEO, World Wide CreativeAntonio Petra, Head of Strategy and Insight, NATIVESarah Blake, Digital and user experience consultantRyan Harris, Quantitative Analyst, FNB ForexAriel Sumeruk, Owner, Conversion ScienceBradley Whittington, Mxit Product Owner: Web Mike van Eck, Online Business Manager, Ads24Peter Langschmidt, Managing Director, EchoJannie Momberg, Editor-In-Chief, News24

Criteria for Selection

Criteria for selection

•Provide a tag-based audience measurement service and media planning tool around the key metrics of unique visitors, page impressions, visits and visit duration that is consistent with industry standards.•Ability to drive a reasonable pricing structure that caters for large and small stakeholders.•The ability to provide an online survey mechanism (web and mobile) for collecting and building demographic and other relevant data.•The ability to provide a panel, affordably, within 6 months with a statistically relevant and recruited sample.

Criteria for selection

•A clear strategy for all devices including desktop, mobile, tablet, and “app” audience measurement.•Demonstrate the ability to provide comprehensive measurement of audio and video streams across a broad range of players and platforms.•An understanding of emerging market needs, context and requirements within South Africa and Africa being of key strategic importance to their own growth.•Full time representation within South Africa to demonstrable flexibility and willingness to respond to unique requests and ideas from the DMMA and its publisher, agency and brand members.•Ensure that we create a credible “single currency” market, with a central set of data that can be referenced by all stakeholders.

Building Trust

Proposed ABC Digital Certification

The DMMA and ABC would like to propose the creation of an ABC joint committee with representation from the DMMA, AMF, ACA, ABC and PDMSA.

Key is to investigate the possibility of creating a digital audit for DMMA members.

The ABC Web Audit verifies audience metrics and compliance to measurement rules for websites and reports these results in the ABC reports and Effective Measure Census system.

Proposed ABC Digital Certification

The ABC web audit would provide a comprehensive audit including verification of:•Compliance with ABC Standards and Guidelines;•The accuracy of reported audience figures ( including validation of traffic fluctuations);•The correct placement and number of tags per page by online publishers;•The correct publisher configuration within Effective Measure and ABC systems, including validation of site definitions, brand roll-ups and categorization.

For more information please visit: www.abc.org.za

Questions?