Nielsen reveals first details of its new digital audience measurement blueprint for the digital marketing industry
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.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016