Other Digital Media Metrics

Digital media extends beyond the domain of your average browser.Mobile phones and even more traditional media such as television and radio are increasingly reliant on digital technologies to deliver content and advertising.

In many instances, the digital technology utilised operates similarly to web technology making it measurable and therefore audit-able. IFABC Web Standards therefore also cover other digital media too.

New metrics from IFABC WWW Standards Meeting November 2011

1. App Metrics

App Unique Browser - Any Unique Browser that has made an App Page Impression

Note: App Unique Browsers may use consistent, persistent identifiers of an application that are wholly or partially based on identifiers (e.g. UID) passed to the App by the device. The media owner should be aware that using the unmodified device identifier may lead to privacy issues.

App Page Impression - A file, or combination of files, equivalent to a page of content sent to an App in response to a valid request from a valid (App) Unique Browser

Note: The validity of a “Page Impression” event is subject to the standard framework for rich media measurement.

App Event - Any logged event that takes place within an App and can be attributed to a valid (App) Unique Browser

Note: App Events are NOT in themselves a certifiable metric because meaningful comparisons cannot be made.

App Visit - A series of one or more App Page Impressions, served to a single valid (App) Unique Browser, which ends when that (App) Unique Browser has not made an App Page Impression for a 30-minute period.

App Visit Duration - The total time in seconds for all App Visits containing two or more App Page Impressions, divided by the total number of Visits of two or more App Page Impressions.

App Ad Impression - An Ad Impression requested by a valid App Unique Browser

Note: The App Ad Impression represents the serving of a banner or similar creative from a separate ad server into the App environment. This does NOT cover the advertising that appears on digital editions as part of the same content (e.g. a PDF of a print copy)

2. Video Metrics

AV Unique Browser - A Unique Browser that has made at least one AV Play.

AV Play - A file request by a valid browser for an AV playlist.

Automated AV Play - An AV Play started by a valid browser as a result of an automatic process.

Types of AV Play:
AV Content Play - A file request by a valid browser for AV content.

AV Ad Play - A file request by a valid browser for AV advertising.

AV Play Duration - The number of seconds of content served to a valid browser in an AV Play.

AV Play Completion Rate - The percentage of AV Plays that consumed at least 95% of the on-demand AV content requested.

Total AV Play Duration - The aggregate total number of seconds of all plays of a content item in the period.

Unique AV Play Duration - The total length of distinct content played by each AV Unique Browser.

Unique AV Play Percentage - The percentage of the total content of each content item played by each Unique Browser.

Other Digital Metrics

SMS MESSAGE - A file or combination of files sent to a valid BROWSER'S SMS-enabled device by the server.

UNIQUE SMS BROWSER - The total number of unique device ID's recorded in the server log file(s) for the SMS MESSAGES sent.

AJAX IMPRESSION - A file, or combination of files, containing interactiveAJAX content, sent to a valid Browser as a result of that Browser's request being received
by the server.

SEARCH - The first Page Impression sent to a valid Browser as a result of that
Browser's search request being received by the server.

REFERRAL IN - A Page Impression representing an arrival at the site by a valid Browser
from another identifiable site.

CLICK - The activation of a hypertext link by a valid Browser.

SEARCH CLICK - A Click originating from a set of Search results.

CLICKOUT -  A Click to an external (non-native) destination.

CLICK VISIT - A series of one or more Clicks, served to one valid Browser, which ends
when that Browser has not made a Click for a 30-minute period.

REQUESTED DOWNLOAD - A request for a non-HTML file executable offline.

AUTOMATED REQUESTED DOWNLOAD - A request for a non-HTML file executable offline as a result of an automated process.

COMPLETED DOWNLOAD - A completed request for a non-HTML file executable offline, shown by the number of bytes transferred being at least 95% of the stated size of the file.

AUTOMATED COMPLETED DOWNLOAD - A completed request for a non-HTML file executable offline, shown by the number of bytes transferred being at least 95% of the stated size of the file, as a result of an automated process.

REQUESTED PODCAST - A Requested Audio or Video Download made by a valid Browser following receipt of an automated notification of availability.

COMPLETED PODCAST - A Completed Audio or Video Download made by a valid Browser following receipt of an automated notification of availability.

UNIQUE REQUESTED PODCAST BROWSER - Any valid Unique Browser who has made a Requested Podcast.

UNIQUE COMPLETED PODCAST BROWSER - Any valid Unique Browser who has made a Completed Podcast.

PODCAST SUBSCRIBER - A valid Unique Browser (measured by Cookie) that has requested a notification of podcast availability from the source site.

RSS REFERRAL IN - The first Page Impression served to a valid Browser as a result of that
Browser's click on a link in an RSS feed.

UNIQUE RSS REFERRAL IN BROWSER - A valid Unique Browser who has made an RSS Referral In.

UNIQUE RSS BROWSER - A valid Unique Browser (measured by Cookie) that has requested an RSS feed from the source site.

SUBSITED TRAFFIC - Any Page Impression served for a site within a separate browser window (typically a pop-under) automatically generated by another site as a result of a request by a valid Browser for the content of the other site.

Web Standards

IFABC web standards define the key metrics relevant in buying and selling digital media.

They cover everything from page impressions to email delivery and are truly global in their application.