Media planners require new data tools to justify their print and online media buys, according to the results of a survey released recently by Verified Audit Circulation. As pressures mount to provide ROI, planners are overwhelmingly turning to third-party metrics.

According to the report, media planners indicate they don’t receive adequate information from publishers to make informed media purchases for online (38.7 percent) and direct-to-consumer/alternative print media (40.7 percent). Information planners said they lack ratings/measurement data and accurate Web site data.

More than 90 percent of respondents indicated they are getting practically all the information they need when making buys in print media.

In the survey, planners indicated a need for standardized, third-party verification for both digital and print media. Areas of concern include obtaining accurate online circulation numbers and that there is no controlled measuring system for alternative or online media.

According to the results, a number of planners suggested moving circulation data online, and that publishers either create a searchable database, a downloadable spreadsheet, or send the data over e-mail.

VAC conducted the survey in November.