NETIMPERATIVE.COM ANNOUCES THE LAUNCH OF OSCA THE ONLINE STANDARDS CAMPAIGN FOR ADVERTISING Friday 7 September 2001 PDF Print A campaign has been initiated by netimperative.com to encourage the active participation of the UK's internet industry in developing common standards and best practice. OSCA, the online standards campaign for advertising, was unveiled in London on 4th September 2001, at a launch conference discussing the positions and viewpoints within the industry at the moment. OSCA is not an industry body, but rather an attempt to open up debate in the broader market, to ensure that existing industry bodies have access to the opinions of as wide a proportion of the UK internet market as possible. Coverage is available at the OSCA microsite at http://osca.netimperative.com, where the results of the campaign's initial survey, news, features, opinion pieces and discussion forums will be hosted. The aim of the campaign, supported by market leaders such as Guardian Unlimited, Lycos Europe, Sports.com, WebOptimiser and Lateral, is to galvanise the industry to take a more active role in the development of standards and best practice for all. There is no doubt that the issue of standards within the internet is an important one, with one of the most obvious issues raised by speakers at the conference being that the complexity of what the internet can offer (combined with the complexities of the technology) means that advertisers, media owners and agencies are frequently using the same language to mean different things. OCSA was launched on the back of an industry survey, run from the netimperative.com site, asking the industry for their views on where things lie. With a response rate of 8%, it is clear that this is an issue of the moment within the market. Copies of the full report are downloadable from the OSCA site, but the headline data is as follows; * Over 80% of the respondents felt that it was extremely or very important to establish standards for measurement online. * Over 70% felt it is extremely or very important to establish standards for measuring the effectiveness of online advertising. * Over 70% of respondents felt that 3rd party auditing was extremely or very important, although only 1/3 of site owners state that third parties audit their traffic. * Most interestingly, over 50% of respondents within the industry felt that existing availability of reliable website traffic information is poor or very poor, and an even higher percentage responded that reliable information on advertising effectiveness is poor or very poor. Simon Waldman of Guardian Unlimited made the point that the industry is young and struggling to grow but warned that dangers lie in an external perception of the internet as a fragmented, bickering community. Wayne Arnold of Profero continued this by insisting that the industry get active. Currently we have third party auditing (which carries its own problems) and panel-based research, which is frequently considered to consist of too small numbers to effectively cover such a fragmented market. More importantly, it fails to address the issue of work usage, a primary driver of UK internet use. Ross Sleight of Zhong polled the audience and discovered that everyone attending felt that a combination of site-centric and user-centric data is vital in understanding this developing market - the challenge is working out how this should be done. The first step towards achieving this is to open up the debate. If you want to know more about OSCA, current web metrics or just want to make your point - go to the OSCA site at http://osca.netimperative.com and have your say. If you'd like any further information, or would like to speak to the sponsors, please contact Davina Lines or Robert Venes on 020 7557 4850. Editors Notes: About Guardian Unlimited http://www.guardian.co.uk Guardian Unlimited is one of the UK's most popular news and information websites, combining the editorial integrity of the Guardian with the immediacy, depth and interactivity of the net. The network of sites covers News, Film, Travel, Politics, Money, Books, Education, Jobs, Work, Shopping, Sport and Football as well as MediaGuardian.co.uk, EducationGuardian.co.uk and SocietyGuardian.co.uk. The site now has over 2.6 million unique users and registers 30.9 million page impressions a month (ABCe July 2001), making it one of the country's most visited sites. Guardian Unlimited was the first major online publisher committed to auditing its traffic and user figures. Guardian Unlimited has won a host of awards including British Press Awards, Online News Service of the Year; Revolution Awards, Best Use of New Media and Media Week Awards, Online Media Owner of the Year. About Lateral http://www.lateral.net Lateral is a small, but perfectly formed, independent web design consultancy, that packs a punch with heavyweight clients. UK based Lateral, established in June 1997, has evolved into a unique web consultancy that focuses on providing their clients with creative strategies and then executing them, using a support network of symbiotic business partnerships with specialist companies and their own network of companies. Their pioneering expertise and professional approach has attracted recognition both within the new media industry, having been awarded several times for their work, as well as the consumer market as can be seen by their client list. For more information on Lateral please contact Karen Durham-Diggins at firstname.lastname@example.org About Lycos Europe http://www.lycos-europe.com Lycos Europe is the leading European Internet portal. Its universal network of premium Internet brands combines connectivity, content and community services. On any day, millions of web users choose Lycos Europe to navigate, communicate or publish their own content. Currently, 1 in 3 users in Europe uses at least one Lycos brand, making Lycos Europe a prime destination for online advertisers and e-commerce partners. Lycos Europe has a pan-European presence with local language and content web sites in 13 countries (Austria, Belgium, Denmark, Finland, France, Germany, Great Britain, Italy, the Netherlands, Norway, Spain, Sweden and Switzerland). About netimperative.com http://www.netimperative.com netimperative.com is a content and community site, serving the needs of the busy UK internet professional. With an archive of over 20,000 articles, netimperative.com provides daily news and information across the online investment, media and marketing and technology sectors as well as a series of highly-respected monthly events. If you require any further information on the company, please contact Felicia Jackson via email at email@example.com About Sports.com Limited http://www.sports.com Sports.com is the leading European Internet and mobile data provider of sports content, community, commerce and betting. Sports.com is the most visited European sports site, with European coverage in English of football, rugby, Formula One, rally, cricket, boxing, sailing, tennis and golf as well as all sports in local languages in France, Germany, Italy and Spain. Sports.com is the primary sports content provider in the United Kingdom for AOL, BT Internet, The Financial Times' FT.com, in Germany for Freenet and GMX, in Italy for Virgilio, in Spain for Ya.com and in five countries for Lycos Europe. Sports.com also has commercial partnerships with a number of leading sports sites, such as Manchester United (www.manutd.com), the Open Championship (www.opengolf.com) and the French National Olympic Team (www.franceolympique.com) and is the official sports partner of www.wimbledon.org (Official Wimbledon Championships Site). Sports.com also recently announced that its wholly owned subsidiary SCG Enterprises Limited, has been named the official betting partner of both ITV's Football site and F1 site located at www.itv.com/football and www.itv-f1.com. This new site will be linked to from the two premium ITV sites and will allow contextualised gambling for users. About WebOptimiser http://www.weboptimiser.com WebOptimiser was founded in 1996 with the mission to help its customers enjoy a better, faster return on their Net investment The company offers a unique portfolio of ethical offerings, from a Web Intelligence service for research and analysis of a company and its competitors¹ online positioning, performance and potential, to AI Web Counter, a dedicated 24/7 online traffic monitoring centre which offers a wealth of visitor science data, resources and tools. As a result, WebOptimiser has become the web optimisation partner of choice of many of the world¹s most respected and influential on and offline brands, who enjoy proven and guaranteed results, from increased awareness and qualified traffic to faster, more intuitive and interactive web sites, lower user acquisition costs and a higher volume and value of transactions. This press release was distributed by ResponseSource Press Release Wire on behalf of Netimperative in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit https://pressreleasewire.responsesource.com/about.