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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in