– 19 million Australians consume digital content daily- Digital video consumption over 25 hours per month for adults
Sydney, Australia – 25 July 2017: IAB Australia and Nielsen have today switched on Digital Content Ratings (DCR), providing publishers, agencies and marketers with daily digital audience data for the first time. The milestone places Australia once again at the forefront of global digital measurement.
Nielsen Digital Content Ratings bietet der australischen Medienbranche einen täglichen Überblick darüber, wie viele Menschen Inhalte über alle wichtigen digitalen Geräte konsumieren, und ergänzt die bestehende Messlösung Digital Ratings (Monthly) von Nielsen.
Digital Content Ratings kombiniert die digitalen panels von Nielsen mit zensusbasierten Messungen, um Medienkäufern und -eigentümern einen unabhängigen, detaillierten Datensatz zur Verfügung zu stellen, der einen täglichen Überblick über die Nutzung von Text-, Video- und Audioinhalten auf allen wichtigen digitalen Geräten bietet.
It also complements Nielsen’s existing Digital Ad Ratings measurement solution, ensuring consistency between the measurement of digital content and advertising performance – daily.
Digital Content Ratings is the third of three planned major upgrades to the digital audience measurement system in Australia. Stage one saw IAB Australia and Nielsen release the market’s first view of Australians’ mobile and tablet audience data, while stage two delivered Digital Ratings (Monthly), giving the Australian market its first view of their total audiences, unduplicated, across key digital devices. This third stage provides daily audience reach data, enables reporting of large and small sites and allows digital publishers to add back their off-platform audiences for a comprehensive daily view of their content reach.
IAB CEO, Vijay Solanki said, “The Australian digital industry – which now accounts for half of all advertising spend – has always been world leading in the area of digital measurement. DCR is a game changer for the industry because it is daily, people-based and independent. It’s good for publishers and gives more precision to advertisers. It also helps create more transparency and more confidence for digital.”
Nicole Sheffield, Vorsitzende des IAB Australia und CDO, News Corp Australia, sagte: "Die täglichen Handelsmetriken ermöglichen es Verlegern und Agenturen, während der Kampagnen zu reagieren und auf die täglichen Briefing-Zyklen einzugehen. Dies bringt den digitalen Bereich in Einklang mit anderen Medien, die tägliche Bewertungsmetriken melden. Das bedeutet, dass ich als Verleger zum ersten Mal das Publikum, das Inhalte außerhalb der Plattform konsumiert, meiner Gesamtpublikumszahl zuordnen kann. Kein anderes System zur Medienmessung erlaubt es Vermarktern, Personen zu zählen, die Inhalte auf Plattformen von Drittanbietern konsumieren, und diese Personen auch dem Urheber der Inhalte zuzuordnen."
Alex Smith, Nielsen’s Head of Digital Product, said “We set out to measure Australians and the way they engage with different content types across different devices. This has been a complex environment to measure but an incredible opportunity to deliver the first and only daily, independent, people-based digital measurement solution. We are delivering daily audience data for both big and small sites, including on and off platform which will see us support the diverse and vibrant publisher portfolio in Australia.”
Monique Perry, Head of Nielsen’s Media Industry Group said, “the roadmap to Digital Content Ratings was set out with the IAB in 2014, it was bold, ambitious and pioneering and while it took a little longer than we had planned, that’s because we have charted new territory, and it was critical to get right.
“Digital measurement is a team sport and Australia is truly a world-class team. The industry in this market is incredibly engaged and constantly scrutinising and challenging our digital audience measurement solution. This collaboration and team play is not found anywhere else, and the number of world firsts for Nielsen delivered out of the Australian market is unmatched and reflected by this industry collaboration and commitment. We have some of the best people in the world sitting here in this market. 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,” explained Perry.
Auf die Frage, was als Nächstes auf die digitale Messung zukommt, antwortete Solanki: "Veränderung". "Digital ist ein vielfältiges, unglaublich komplexes und sich ständig veränderndes Content-Ökosystem. Die Eigentümer von Inhalten verfeinern ihre Strategien, die Menschen ändern die Art und Weise, wie sie digitale Medien konsumieren, und die Technologie entwickelt sich ständig weiter; also muss sich auch die digitale Publikumsmessung weiterentwickeln. Und genau das werden wir tun", so Solanki abschließend.
Nielsen ist der einzige und exklusive bevorzugte Lieferant des Interactive Advertising Bureau (IAB) von Australien für die Bereitstellung von digitalen Publikumsmessungsdiensten in Australien und unterstützt den Kauf und Verkauf von digitaler Werbung in Australien.
UNTERSTÜTZUNG DER BRANCHE FÜR NIELSEN-BEWERTUNGEN DIGITALER INHALTE
Sophie Madden, CEO Media Federation Australia“The MFA supports the continued drive to deliver day to day data and we appreciate the complexity and challenges involved in making this happen. Our agency members eagerly anticipate seeing the first data that is released, covering Video, Audio and Text on all the major platforms of PC, Tablets and Smartphones.”
Alex Parsons, Chief Digital and Marketing Officer von Nine "Der Übergang zu täglichen Bewertungen in Form von Digital Content Ratings ist ein wichtiger Meilenstein und ein klares Zeichen für die zunehmende Reife des australischen digitalen Raums", sagte Alex Parsons, Chief Digital and Marketing Officer von Nine."
"Mit mehr demografischen und Besucherdaten werden die digitalen Verlage mehr denn je in der Lage sein, den Vermarktern und ihren Agenturen die Daten zur Verfügung zu stellen, die sie benötigen, um fundiertere Entscheidungen darüber zu treffen, wo sie investieren.
Ed Harrison, CEO, Yahoo 7″DCR takes us over a critical threshold. The importance of getting a comprehensive view of our audiences both on and off our own platforms, and across all devices, cannot be understated. As an industry we should celebrate the fact that this puts Australia at the forefront of global audience measurement.”
Clive Dickens, Chief Digital Officer, Seven West Media”Digital Content Ratings responds to the constantly changing and increasingly complex online ecosystem. 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.”
Anthony Saines, Managing Director – Commercial, Carsales.com”DCR is the most sophisticated digital measurement system in the world. Nielsen and the IAB should be applauded for their commitment to ensuring that Australia keeps up with the changing media consumption habits of consumers and the ever more complex digital ecosystem.
Carsales freut sich auf die Arbeit mit den zusätzlichen Erkenntnissen, die DCR liefert. Der Zugang zu den täglichen Kennzahlen wird sich als befreiend erweisen, da wir in der Lage sein sollten, schnell auf sich ändernde Marktdynamiken und neue Handelsmöglichkeiten zu reagieren. Dies ist eine großartige Innovation sowohl für die Kauf- als auch für die Verkaufsseite.
So much of our traffic is now generated from non-desktop sources, it’s crucial that we get improved optics into the size and behaviour of this audience. DCR will give us this holistic view.”
Für weitere Informationen wenden Sie sich bitte an:
Nielsen
Jackie HellikerT: + 61 403 074 864E: jackie.helliker@nielsen.com
IAB Australien
Pru Quinlan oder Sue RalstonT: + 61 8905 0995E: pru@einsteinz.com.au oder sue@einsteinz.com.au
ABOUT NIELSEN
Nielsen Holdings plc (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.
ÜBER DAS INTERACTIVE ADVERTISING BUREAU
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
Die Aufgabe des IAB besteht darin, mit seinen Mitgliedern und der breiteren Werbe- und Marketingbranche zusammenzuarbeiten, um den Vermarktern zu helfen, herauszufinden, wie sie das Internet am besten als Teil ihrer Marketingstrategie einsetzen können, um ihre Kunden besser anzusprechen und zu binden und ihre Marken aufzubauen.
By addressing the core pillars of growth of the online advertising industry – simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.
IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB’s membership benefits such as resources, events, reporting, and industry representation.
For further information about IAB Australia please visit: www.iabaustralia.com.au
