– 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 memberikan industri media Australia pandangan harian mengenai jumlah orang yang mengonsumsi konten di semua perangkat digital utama dan melengkapi solusi pengukuran Peringkat Digital (Bulanan) Nielsen yang sudah ada.
Peringkat Konten Digital menggabungkan panel perangkat digital Nielsen dengan pengukuran berbasis sensus untuk memberikan pembeli dan pemilik media dengan kumpulan data yang independen dan terperinci yang memberikan gambaran harian tentang bagaimana orang terlibat dengan konten teks, video, dan audio di semua perangkat digital utama.
It also complements Nielsenโs 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 marketโs first view of Australiansโ 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, โThe Australian digital industry – which now accounts for half of all advertising spend โ 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. Itโs good for publishers and gives more precision to advertisers. It also helps create more transparency and more confidence for digital.โ
Nicole Sheffield, Ketua IAB Australia dan CDO, News Corp Australia mengatakan, "Metrik perdagangan harian akan memungkinkan penerbit dan agensi untuk melakukan pivot dan mengambil tindakan selama kampanye dan merespons siklus singkat harian. Hal ini membuat digital sejalan dengan metrik penilaian harian media lainnya. Yang terpenting, DCR juga mengukur audiens 'di luar platform', yang berarti untuk pertama kalinya sebagai penerbit, saya dapat mengaitkan audiens yang mengonsumsi konten di luar platform dengan jumlah audiens unik saya secara keseluruhan. Tidak ada sistem pengukuran media lain yang memungkinkan pemasar untuk menghitung orang yang mengonsumsi konten di platform pihak ketiga, dan juga mengaitkan orang tersebut kembali ke pembuat konten."
Alex Smith, Nielsenโs 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 Nielsenโs Media Industry Group said, โthe 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.
โDigital 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,โ explained Perry.
Ketika ditanya apa yang akan terjadi selanjutnya untuk pengukuran digital, Solanki mengatakan "perubahan". "Digital adalah ekosistem konten yang beragam, sangat kompleks, dan terus berubah. Pemilik konten menyempurnakan strategi mereka, orang-orang mengubah cara mereka mengonsumsi media digital dan teknologi terus berkembang; jadi pengukuran audiens digital juga harus terus berkembang. Dan itulah yang akan kami lakukan," pungkas Solanki.
Nielsen adalah satu-satunya pemasok pilihan eksklusif dari Interactive Advertising Bureau (IAB) Australia untuk penyediaan layanan pengukuran audiens digital di Australia dan mendukung pembelian dan penjualan iklan digital di Australia.
DUKUNGAN INDUSTRI UNTUK PEMERINGKATAN KONTEN DIGITAL NIELSEN
Sophie Madden, CEO Media Federation AustraliaโThe 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.โ
Alex Parsons, Chief Digital and Marketing Officer Nine "Perpindahan ke peringkat harian, dalam bentuk Peringkat Konten Digital, merupakan tonggak sejarah yang penting dan merupakan tanda yang jelas akan semakin matangnya dunia digital di Australia," ujar Alex Parsons, Chief Digital and Marketing Officer Nine."
"Dengan lebih banyak data demografis dan kunjungan, penerbit digital akan lebih berdaya dari sebelumnya untuk memberikan data yang lebih baik kepada para pemasar dan agensi mereka untuk membuat pilihan yang lebih tepat mengenai tempat mereka berinvestasi."
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 โSeven West Mediaโs 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 sangat menantikan untuk bekerja sama dengan wawasan tambahan yang dihasilkan oleh DCR. Memiliki akses ke metrik harian akan terbukti membebaskan karena kami harus dapat dengan cepat merespons dinamika pasar yang berubah dan peluang perdagangan baru. Ini adalah inovasi yang hebat untuk sisi Beli dan Jual.
So much of our traffic is now generated from non-desktop sources, itโs crucial that we get improved optics into the size and behaviour of this audience. DCR will give us this holistic view.”
Untuk informasi lebih lanjut, hubungi:
Nielsen
Jackie HellikerT: + 61 403 074 864E: jackie.helliker@nielsen.com
IAB Australia
Pru Quinlan atau Sue RalstonT: + 61 8905 0995E: pru@einsteinz.com.au atau 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 โ video, audio and text โ 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.
TENTANG BIRO IKLAN INTERAKTIF
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.
Peran IAB adalah untuk bekerja sama dengan para anggotanya dan industri periklanan dan pemasaran yang lebih luas untuk membantu para pemasar dalam mengidentifikasi cara terbaik untuk menggunakan online sebagai bagian dari strategi pemasaran mereka, untuk menargetkan dan melibatkan pelanggan mereka dengan lebih baik dan membangun merek mereka.
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
