Publishers and media companies have long-known the future lies in a multi-platform approach, but as product and content offerings have increased the level of audience measurement has not kept up with content consumption.
In an effort to remedy this situation, the Audit Bureau of Circulations‘ interactive unit, ABCi, evaluates various technologies’ metrics to help its members verify their mobile application numbers. ABCi has confirmed Handmark, a developer and distributor of mobile applications, specializing in mobile solutions for publishers and media companies, as a mobile application platform meets the necessary prerequisites as part of the ABCi audit process.
“The burgeoning mobile market, paired with promising mobile advertising forecasts expected to top $3.3 billion by 2013, present a strategic opportunity for the publishing and advertising industries,” said Michael Lavery, ABC president and managing director, in a statement. “We are pleased to work together with Handmark and its partners to provide independent verification of app usage to facilitate this burgeoning and important channel.”
The companies said that because of the new partnership, Handmark publishing and media partners, which include the Associated Press, Wall Street Journal, Thompson Reuters and Newsweek, will now benefit from being able to include their ABCi-verified mobile usage data that will support additional advertising revenue opportunities.
An ABC spokesperson said that the organization doesn’t require its members to use Handmark and will work with other member partners to obtain the necessary information to audit their records and ensure they meet ABCi standards.
“A mobile app is no longer a luxury for publishers and media brands, it is a necessity,” said Evan Conway, Handmark EVP of marketing, in a statement. “As we continue to help publishers broaden their reach and engage their readers in a new way, it is fantastic to have the support of ABCi making it easy for our partners to broadly communicate their success with confidence.”
