HKABC launches new measurement tool for apps

The Hong Kong Audit Bureau of Circulations (HKABC) has launched its new "App Activity Certification", endorsed by the HKABC committee representing The Hong Kong Advertisers Association (2As), Association of Accredited Advertising Agencies of Hong Kong (4As), The Society of Publishers in Asia (SOPA) and publishers.

These new metrics, which deliver options for reporting traffic driven through apps, include daily and monthly averages of unique visitors, number of visits, visit duration, total downloads as well as a daily breakdown of iOS and Android segments. App owners subscribing to the service may select a one-month, two-month or quarterly frequency in reporting app traffic.

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Raymond Ho, chairman of HKABC and 2As said, “This will enable media owners to highlight the performance of their smart device apps while at the same time allowing advertisers to gauge their popularity and measure their campaigns accordingly. This is an important development for the industry and it extends the HKABC stamp of trust to a fast-growing channel that is becoming increasingly important to both publishers and advertisers.”