Metrics Standardization Accomplished Through Industry Collaboration with MPA - The Association of Magazine Media and American Association of Advertising Agencies
SAN JOSE, Calif. - Adobe today announced new industry-standard audience metrics are available through Adobe® Digital Publishing Suite (DPS). Through analytics included with DPS, Adobe now enables publishers to measure the total number of tablet readers per issue, total number of sessions per issue, average amount of time spent per reader per issue, and average number of sessions per reader per issue, pioneering a clear method to measure and report audience readership across digital magazine editions.
The standardization of initial audience and engagement metrics was accomplished in collaboration with leading magazine publishers, MPA – The Association of Magazine Media, Adobe and the American Association of Advertising Agencies (4As). Adobe’s implementation was audited by the Alliance for Audited Media (AAM, formerly known as the Audit Bureau of Circulations). The methodology will empower accurate and consistent industry-wide benchmarking for publishers, a significant first step toward developing a measurement model that will help drive increased digital advertising spend and continued confidence in ad buys. World class publishers such as Time Inc., Condé Nast, Martha Stewart Living Omnimedia, Inc., National Geographic and Rodale use DPS to deliver more than 120 million publications to consumers.
“Adobe is continuing to lead the digital publishing revolution with new innovations,” said Nick Bogaty, senior director of business development and marketing, Digital Publishing at Adobe. “These metrics are critical to publishers and advertisers, and we will continue to work with MPA to provide vital measurement insights to help drive the industry forward.”
“The team at Adobe was the logical choice with which to work on this initial phase of the standardization of MPA’s metrics,” said Ethan Grey, senior vice president of digital strategy and initiatives at MPA. “This latest DPS release is a perfect first step in our goal to provide advertisers with meaningful measurements. We look forward to test driving this new model and rolling it out over the months to come.”
The metrics will be available to all customers of Adobe Digital Publishing Suite, Enterprise and Professional editions. Adobe will also share the implementation methodology with the industry at large to ensure widespread adoption of these important industry standards.
“Adobe's announcement marks a welcome first step towards an industry standard for measuring digital magazine issues,” said Rory O'Flynn, executive director of digital research at Time Inc. “It’s critical for the industry to speak about consumer behavior in a common language, so we can have more constructive conversations about the value of our digital content.”
More Innovative Features in Digital Publishing Suite
In addition to the availability of integrated standardized audience metrics, Adobe will deliver additional features for DPS in its latest release including: support for iOS 7, integrated push notification capabilities that alert readers of new content with custom text notifications, iOS device camera APIs, support for Mobile Safari Web Viewer to permit new readers to see shared content on the iPad without downloading the app, and the ability to schedule a specific date and time for publication of Folios to streamline production time and cost. All features are available today.
For more detailed information about analytics and DPS including access to the integration methodology document, please visit www.adobe.com/go/mpa-standard-metrics.