SYDNEY, 2 DESEMBER, 2015: Pengiklan Australia membeli 45% inventaris iklan digital melalui layanan programmatic, menurut data terbaru dari Pathmatics dan Nielsen.
Pathmatics and Nielsen launched a new alliance last week, delivering device-level insights into Australia’s digital ad market.
Data terbaru yang dihasilkan dari kedua perusahaan tersebut menunjukkan bahwa pada kuartal 3 tahun 2015, iklan digital di desktop, mobile, dan tablet semuanya mencatatkan pangsa aktivitas programmatic yang lebih tinggi dibandingkan dengan perangkat sejenis di Amerika Serikat.
Almost half (46%) of all ads on Australian desktops are bought via programmatic services, compared to 35% in the U.S. Australian advertisers leveraging mobile devices to invest in ad campaigns are also heavily reliant on using automated transactions. More than two thirds (40%) of mobile and close to half (48%) of tablet impressions are now traded programmatically – significantly higher than the U.S. market – see table below.
Sebaliknya, iklan video tetap menjadi pendukung terbesar transaksi penerbit langsung. Lebih dari setengah (51%) inventaris video di Australia diperdagangkan secara langsung. Meskipun tinggi, angka ini jauh lebih rendah daripada 74% yang diperdagangkan secara langsung di AS.
Metodologi unik Pathmatics menangkap data dalam sebuah iklan, yang dapat menunjukkan apakah iklan tersebut dibeli secara langsung melalui penerbit atau melalui layanan programatik. Nielsen menyediakan Pathmatics dengan data tampilan halaman yang didukung oleh IAB yang membantu Pathmatics menetapkan estimasi tayangan iklan untuk satu iklan di situs web.
Source: Nielsen/Pathmatics AdRoutes, July 1, 2015 – September 30, 2015
ABOUT NIELSENNielsen 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.
ABOUT PATHMATICSPathmatics provides breakthrough transparency in digital advertising. The company’s patent-pending technology analyzes digital advertising activity and delivers real-time, actionable intelligence to many of the world’s largest advertisers, agencies, publishers and ad tech providers. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds. For more information, please visit www.pathmatics.com.
Untuk informasi lebih lanjut mengenai hubungan Nielsen dan Pathmatics atau detail dalam siaran pers, hubungi:
Jackie Helliker, +61 403 074 864, Jackie.Helliker@nielsen.com
