IAB and Nielsen unveil next-generation digital audience measurement

Digital Ratings Monthly is touted as an historic first for independent, cross-device measurement

The Interactive Advertising Bureau (IAB) of Australia and Nielsen have taken the wrappers off the industry’s new digital audience measurement currency, Digital Ratings (Monthly), claiming an historic first for independent, cross-device measurement.

Digital Ratings (Monthly) pools together Nielsen’s PC panel for home and work with similarly national panels of Australian smartphone and tablet device users, as well as census tagged data for PC and mobile Web. It adds 1 million Australians to active digital universe estimates, Nielsen said.

The new measurement is designed to allow the industry to see how audiences have grown across all digital devices, as well as make more accurate decisions and gauge the reach of digital advertising and content.

The release of Digital Ratings (monthly) is the latest step in a major upgrade being orchestrated by the IAB to address digital audience measurement in Australia. The first step was the launch of IAB and Nielsen’s first view of Australian mobile and tablet audience data last year.

IAB appointed Nielsen for its digital audience measurement overhaul in 2014.

IAB CEO, Alice Manners, labelled the latest announcement the most significant and important change to the association’s endorsed digital audience measurement currency since Nielsen Online Ratings were introduced in 2011.

“Once again Australia leads the world in audience measurement, reflecting the sophistication and maturity of this market,” she said.

The duo said the third phase of their digital measurement overhaul is Digital Content ratings, which will also bring in third-party provider data, including that from Facebook, and see measurements go from monthly to daily, is due out in mid-2016.

“This will be the holy grail of digital total audience measurement,” claimed Nielsen’s head of media, Monique Perry. “It will see the Australian market transition to daily delivery of digital audience data, across sites big and small.”

According to Nielsen’s February 2016 data, nearly 19.6 million Australians accessed digital content across PCs, smartphones and tablets over the course of the month. There was also a leap in total time online per person from 32 hours to 49 hours, Perry said, with 28 of these just on smartphones.

In addition, the new data shows 13 million people were actively browsing websites and apps on their smartphones in February, while 7.5 million were doing the same thing on their tablets.

Across organisations, Nielsen found the top 10 most popular online were: Google, Facebook, Microsoft, eBay, Apple, Australian Federal Government, Telstra, Fairfax Media, Yahoo7 and News Australia.

Categories that showed the largest incremental growth from desktop only to total digital audience, meanwhile, were photography, travel, special occasions and automotive, while search engines, portals and social networking category saw a 205 per cent increase in total minutes from desktop only report to total audience across all digital devices.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Customer journeys: The new differentiation battlefield

Improving customer experience is rapidly moving from a feel-good initiative to an urgent business priority, as many organisations realise they are under attack from their competitors to provide the optimal experience to customers.

Damian Kernahan

Founder and CEO, Proto Partners

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in