Industry moves closer to cross-device and daily audience measurement
SYDNEY, 7th October, 2015: IAB Australia and Nielsen today released Nielsen’s Mobile Ratings Report, the first official step towards releasing the industry-supported smartphone and tablet audience measurement for the Australia market. It follows on from the pilot work completed in 2014 by IAB Australia, the digital industry and Nielsen to build quality panels to measure smartphone and tablet users.
The release of mobile audience data via the Mobile Ratings Report is the first phase of major upgrades to the digital audience measurement system in Australia. In early 2016 the Mobile Ratings Report will be replaced by Digital Ratings Monthly which will fuse smartphone and tablet panel data with Nielsen’s home/work PC panel data and tagged website data. Digital Ratings Monthly will be the base for further development which will see Nielsen transition to daily delivery of digital audience data through Digital Content Ratings, which is slated for launch in mid-2016.
According to Lisa Walsh, IAB Research Director, the release of the Mobile Ratings Report is another significant step towards the provision of comprehensive cross platform digital audience measurement and daily audience measurement.
“With over 15 million Australians now owning a smartphone and some 12 million owning a tablet device, these two devices count for 59 percent of all time spent online. It’s critical that the industry has access to data which quantifies the importance of mobile media audiences and helps to inform marketing investments in the digital realm.
“This report tackles a particularly complex area of measurement and we are confident publishers and agencies alike will gain considerable insights from it. We look forward to continuing to work closely with the industry to ensure Australia remains at the forefront of digital audience measurement globally,” said Walsh.
Ed Harrison, IAB Board Chairman and Yahoo7 CEO, commented: “Australia is once again at the forefront of measurement globally, becoming just the fourth market in the world where Nielsen has established a mobile panel. We are confident we will continue to achieve industry milestones with the next iteration of our online measurement currency due next year thanks to the strong support of publishers, who are working closely with Nielsen.”
Head of Nielsen’s Media Industry Group, Monique Perry said that through support from IAB Australia and the digital industry, Nielsen has been able to focus and invest heavily in technology, platforms and meters that can measure these important mobile audiences.
“This data gives the industry an independent first view of Australian mobile audiences and is a fundamental input into IAB Australia and Nielsen’s more comprehensive trading currency, Digital Ratings Monthly,” said Perry.
Key findings of the July 2015, Mobile Ratings Report include:
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
Jackie Helliker, +61 403 074 864, [email protected]