ABC Interactive Releases First Standalone Mobile Audit
Orange County Register Reports Audited Mobile Usage
ARLINGTON HEIGHTS, Ill. (Jan. 12, 2012)—ABC Interactive has released the first m.Audit report for The Orange County Register, providing independent verification of key metrics covering the newspaper’s app and mobile websites. According to the audit, the newspaper’s primary mobile website, m.OCRegister.com, averaged more than 4.5 million total monthly page impressions during the time measured, and its mobile app had an additional 2 million stories read monthly. The audit covers a three-month period between July and September 2011.
“The m.Audit is a new service that reflects the growing importance of tablets, smartphones and mobile devices in today’s media landscape,” said Neal Lulofs, executive vice president and general manager of ABCi. “Publishing brands are engaging with their audiences many times and in many ways throughout the week. Our new m.Audit service helps them prove it to their advertisers with the trust and credibility that comes with an ABCi audit.”
“As our mobile portfolio and subsequent audiences grow, it has become increasingly important to provide verifiable data to advertisers about our mobile audience share and usage patterns,” said Michael Henry, interim publisher at The Orange County Register. “The m.Audit will facilitate the media buying and selling process, as investing in the mobile medium and its highly targeted advertising vehicles becomes an integral part of overall marketing budgets.”
Orange County Register Communications began selling mobile advertising services in 2009. Services include mobile text alerts, mobile-optimized websites, banners within its apps and m.ocregister.com mobile website, and mobile Search Engine Optimization. The Register’s mobile development is part of a larger digital strategy by Freedom Communications to make its local news and information accessible across multiple platforms, said Mark McEachen, Freedom’s EVP, COO and CFO.
“Freedom’s ongoing development of mobile applications and advertising solutions dramatically improves how we reach and interact with local audiences,” McEachen said. “Our mobile audience has more than doubled within the past year, and this audit reiterates how mobile devices are becoming an extension of people’s daily lives.”
The Register’s report details important metrics for three mobile websites and its smartphone news app. ABCi audited the mobile sites as measured by Adobe’s Omniture SiteCatalyst analytics tool. To audit the app, ABCi reviewed the systems and processes of FreeRange 360, the mobile publishing vendor that manages the Register’s news app. ABCi then audited the traffic log files to verify key usage metrics across multiple operating platforms, including Apple’s iOS and Android.
On average, the audit shows more than 676,000 unique browsers accessed the m.ocregister.com mobile website each month, and seven pages were accessed per unique browser. Nearly 26,000 unique devices accessed the news app per month, and 79 stories were read per device. Apple iPhones were most often used to access the app, while Android devices and iPhones generated the majority of activity for the mobile sites. Additional metrics for the app and individual websites are available in the full report.
m.Audit reports are tailored to fit individual publishers’ needs and may include other mobile data such as audience by day or time of day, most-visited pages, app downloads and text alerts. It was created in response to the growing need for trusted, transparent data surrounding mobile metrics. In the recent 2011 ABC/ABCi mobile survey, 85 percent of survey respondents said they currently have mobile content, and more than 70 percent of publishers expect advertisers to ask for more insight into mobile offerings.
ABC is a forum of North America's leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost online database of audited circulation information and a growing array of readership, audience and website usage data. ABC’s digital arm, ABC Interactive, is one of the world’s leading independent auditors of websites and digital ad-based technology. To learn more, visit www.accessabc.com.
About The Orange County Register
Orange County Register Communications, Inc. of Santa Ana, Calif. is part of Freedom Communications, Inc. and is publisher of The Orange County Register, a three-time, Pulitzer Prize-winning newspaper and the area's most trusted source of news and information since 1905. The company also publishes several smartphone apps,OCRegister The Peel iPad app, OCRegister.com, OCExcelsior.com, OrangeCounty.com, social media pages, 23 community newspapers, and Spanish-language Excélsior. Magazines include Coast and several publications supporting the performing arts. Orange County Register Communications also offers a full spectrum of custom printing services, insert and direct mail advertising vehicles. For more information, visit www.ocregister.com/aboutus.
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