IAB and Nielsen debut daily Digital Content Ratings

Digital advertising association and research group say the new daily metric will finally give publishers and media buyer daily unique audience data across all devices

IAB Australia and Nielsen have officially taken the wrappers off their Digital Content Ratings scorecard, aimed at giving publishers, agencies and marketers daily digital audience data across all devices.

The latest metric follows the launch of a monthly Digital Ratings solution in March 2016, and represents the third piece of a three-step plan aimed at overhauling the way digital content is measured. IAB’s first step in conjunction with Nielsen was to launch a measurement view of Australian mobile and tablet audience data.

The latest daily metric combines Nielsen digital device panels with census-based measurement to provide media buyers and owners with a granular dataset that shows audience reach across both larger and smaller sites, as well as on and off platform, via browser and mobile apps. The mission behind the metric is to deliver a de-duplicated, cross-platform view of digital content audiences with a daily reporting frequency that’s independent and that also works harmoniously with other existing audience measurements, such as TV.

Key elements being used include demographic profiles, platforms being used and device types, operating systems and access methods. On top of this, Nielsen has built in people-based comparisons around audience, reach, frequency, and levels of interaction.

As a result, the metrics available via Digital Content Ratings include unique audience, reach, frequency, time spent, page views and video views, app launches and app sessions.

IAB CEO, Vijay Solanki, noted digital advertising now accounts for half of all media spend. With such emphasis being placed on the transparency and reliability of reporting data across digital channels, the latest daily solution will complement Nielsen’s existing digital Ad Ratings measurement and ensure consistency in the way digital content and advertising performance is perceived, he said.  

It also ties into IAB's plans to bring simplicity to digital advertising measurement.

“DCR is a game changer for the industry because it is daily, people-based and independent,” Solanki said. “It’s good for publishers and gives more precision to advertisers. It also helps create more transparency and more confidence for digital.”

It’s taken more than three years for the IAB to reach this measurement milestone, and comes six years after Nielsen launched its Online Ratings offering for measuring audiences across devices. The IAB originally partnered with Nielsen on the digital measurement overhaul in 2014, working together to identify a roadmap and metrics system that could more adequately gauge digital advertising success.

Nielsen’s head of Media Industry group, Monique Perry, said things had taken longer than both parties planned, with industry collaboration a key to finding the right metrics solution.

“The industry in this market is incredibly engaged and constantly scrutinising and challenging our digital audience measurement solution,” she said. “Every day our product and data science teams are innovating and building new technology solutions to best measure this complex and changing digital system. As a result, we now have a world-leading digital audience measurement solution, which the Australian industry should feel incredibly proud of.”

In order to be used, clients need to include a specific software development kit for Digital Content Ratings to gather digital activity on activated sources and tag relevant content. Data is then counted and calibrated against Nielsen’s digital panels and surveys, a process which helps the research group produce figures around de-duplicated audience reach, frequency and volume.

Nielsen said clients that choose not to activate the SDK can still be reported on via its panel-based measurement methodology, but at a monthly frequency only.

Commenting on the release, Nine’s chief digital and marketing officer, Alex Parsons, said the move to daily ratings represents an important milestone.

“It’s a clear sign of the increasing maturity of the Australian digital space,” he said. “With more demographic and visitation data, digital publishers will be more empowered than ever to better provide marketers and their agencies the data they require to make more informed choices about where they invest.”

Seven West Media chief digital officer, Clive Dickens, was similarly supportive of the new measurement offering.

“Digital Content Ratings responds to the constantly changing and increasingly complex online ecosystem,” he said. “Daily data is a game changer, and we are very much looking forward to seeing the inclusion of Seven West Media’s video in the coming period to add further independent measurement of our digital assets.”

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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in