Emma launches to media + marketing industry in Sydney with publishing industry discussion panel

emma was launched to the Sydney media and marketing industry last night at an event that featured a panel of publishers discussing why a new audience insights survey was needed.

The panel was moderated by The Newspaper Works CEO Mark Hollands and featured The Readership Works board members Greg Hywood, Jerry Harris, Michael Miller and Damian Eales and Magazine Publishers of Australia executive director Robin Parkes.

The panel discussed why emma is important to the media industry, and how emma will benefit advertisers with its audience insights.

In addition, The Readership Works general manager Mal Dale welcomed the launch of emma in his opening address to the audience.

Says Dale: “emma will help agencies and clients get closer to their customers than ever before, with the confidence of a world class survey methodology, with the active contributions from many sectors of the media, agency and advertiser industries and with the reassurance of a third party, independent audit.

“This is just the beginning. We are committed to continuing our work with the MFA, MPA, AANA and IAB in delivering to you, our customers, a transparent roadmap of ongoing innovation. We have stated from the outset that we will respond to your wish for greater frequency of data. As such, from November, we will provide you with monthly releases of our databases.”

Says Hamish Munro, Ipsos Australia CEO: “emma sets a new global benchmark for readership and audience measurement. emma combines a survey of 54,000 Australians annually and the fusion of Nielsen Online Ratings with three other rich assets: a channel planning utility, a consumer profiling application and rich product data. And it’s all on one database.

“As part of the Ipsos commitment to world-class methodology, we survey seven days a week, using face-to-face and web-based tools that have long been recognised as world-standard research processes. This ensures greater reader recollection and delivers to you a more accurate measure of audiences for newspapers and magazines. Nothing like this exists in the market.”

More than 160 senior executives from the media, advertising and marketing industries attended last night’s event at the Museum of Contemporary Art.

The Melbourne launch event will be held tonight, followed by events in Perth, Brisbane and Adelaide over coming weeks.

emma has also launched its website along with social media platforms, Twitter and Linkedin, designed to be a resource for the media and advertising industry. 

The emma website, at http://emma.com.au/, will feature information resources, including videos, infographics and product insight reports, using the depth and breadth of emma data and insights.

As well as the latest audience measurement survey results, the site will feature information specifically relevant to media agency, advertiser and publisher audiences, including product data insights drawn from emma’s 54,000-strong respondents.

The site will also showcase emma’s world-leading methodology, as well as any product updates, innovations and news from emma.

emma’s Twitter handle is @emmainsights and its LinkedIn page will be known as http://www.linkedin.com/company/emma-insights. Social media is also designed as a resource for the industry, and will include news and views, insights and global trends.

Says Simon Wake, Ipsos MediaCT managing director: “emma™ will have an active digital and social presence to provide the industry with ongoing product and consumer insights from the emma™ database and to keep them abreast of the latest insights, news and views.

“We would like to encourage the industry to get involved with emma™ on the web, Twitter and LinkedIn.”

The emma™ measurement survey has been developed by independent research company Ipsos MediaCT, global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in 41 countries including the UK, Italy and France.