Nielsen reveals first look of IAB digital audience measurement blueprint headed by John Price
Nielsen has released details of the blueprint for the future of the nation’s digital audience measurement currency – offering an important leap in the scope, scale and timeliness of digital consumer insights. Nielsen is endorsed by the Interactive Advertising Bureau (IAB) of Australia and is the trading currency for Australia’s investment in online advertising.
Nielsen has also confirmed John Price (pictured), formerly Nielsen’s media group business director, will exclusively lead the industry relationship with IAB Australia for Nielsen, effective immediately.
The cornerstones of the blueprint are:
- Introduction of mobile and tablet audience measurement to market during the first half of 2015
- Taking the industry from its current monthly audience reporting cycle to a daily audience measurement service in 2016
Says Alice Manners, CEO, IAB: “Australia has always been ahead of the field, having had daily traffic data in market for many years, the move to daily audience data across digital devices will be an incredible advantage to the industry for digital and cross-media planning and analysis. We look forward to working with Nielsen on this journey.”
Additionally, the introduction of big data partners, rigorously tested for privacy and security, will see Nielsen increase the scale of people measured from one in two thousand, to one in every two. This blueprint solution uses the same methodology as the successful Nielsen Online Campaign Ratings measurement solution that has been in market since March 2013.
The scale realised with this new solution will enable Nielsen to:
- Itemise cross-platform audiences across desktops, smartphones, tablets, and applications
- Consistently measure sites with smaller audiences
- Deliver all data on an overnight, daily basis
Monique Perry, head of Nielsen’s Media Industry Group, said the blueprint is bold, ambitious and will ultimately change the way digital is measured and reported by media, agencies and brands alike.
Says Perry: “The roadmap to 2016 is unprecedented. We will shortly launch smartphone and tablet audience measurement followed by digital audience ratings, delivered daily. The IAB and Nielsen have produced what we believe is a world-leading digital audience measurement solution.
“It delivers richer and faster information for the industry to make even stronger advertising investments across more sites. This is a real measurement revolution and one that publishers and advertisers will be delighted with.”
The significantly enhanced digital audience measurement reporting will be managed in partnership with IAB Australia and rolled out in stages over the next three years starting immediately. For more details about the blueprint and how it works.
Price will work closely with IAB’s Measurement Council that includes representatives of digital publishers and media agencies as well as the Media Federation of Australia. Key tasks include developing, reviewing, and performance managing new initiatives and improvements for the digital ratings currency.
Says Gai Le Roy, IAB’s director of research: “As part of the new deed it was important to the IAB that the ratings supplier invests time and resources into industry consultation, education and marketing. The establishment of this new role will help the industry keep informed of market changes and allow a greater level of input into product development.”
Price will be responsible for enhancing the market’s understanding on how the industry’s currency works and ensure a smooth transition to daily reporting. John will be directing a wide range of additional education and communication pieces that will help the market optimise the range of insights and information available within the Nielsen Online Ratings suite.
As part of the Nielsen Media team, Price will work closely with IAB Australia and the board, to ensure that all KPI’s set by the industry are tracked and met.
Nielsen was chosen by IAB Australia as the preferred supplier for the digital measurement currency that is used for the planning, buying and reporting of digital audiences in Australia in October 2014 – extending the existing relationship to 2018.