In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Nielsen has unveiled first details of the IAB’s new digital audience measurement blueprint, which will see daily metrics delivered for the first time.
In a statement, the measurement firm said introducing mobile and tablet audience measurements will be one of the cornerstones of the blueprint, and expects to make these available during the first half of the year.
The blueprint also sees the current monthly audience reporting cycle replaced with a daily audience measurement service from 2016. To assist with this shift to daily reporting, Nielsen has appointed its former Media Group business director, John Price, to lead its IAB relationship and the association’s Measurement Council, effective immediately.
Nielsen will also introduce big data partners to increase the scale of people measured from one in 2000, to just one in every two. The blueprint will use the same methodology as that underpinning Nielsen’s Online Campaign Ratings measurement solution, released to market in early 2013.
The new scale will allow Nielsen to itemise cross-platform audiences across desktops, smartphones, tablets and applications, consistently measure sites with smaller audiences, and deliver all data on a daily basis, the company said.
Head of Nielsen’s Media Industry Group, Monique Perry, labelled the blueprint “unprecedented” and anticipated it will change the way digital is measured and reported on by media, agencies and brands. Nielsen will launch smartphone and tablet audience measurement shortly.
“The IAB and Nielsen have produced what we believe is a world-leading digital audience measurement solution,” she said in a statement.
“It delivers richer and faster information for the industry to make even stronger advertising investments across more sites.”
The IAB selected Nielsen as its preferred digital audience measurement partner last October under a three-year contract. The digital audience measurement reporting overhaul will be rolled out in stages.
The pair also embarked on a new mobile advertising measurement pilot in December 2013.