– 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 fornisce all'industria dei media australiana una visione giornaliera del numero di persone che consumano i contenuti su tutti i principali dispositivi digitali e integra l'attuale soluzione di misurazione Digital Ratings (mensile) di Nielsen.
Digital Content Ratings combina i panel di Nielsen sui dispositivi digitali con le misurazioni basate sul censimento per fornire ai media buyer e ai proprietari un set di dati indipendente e granulare che fornisce una visione quotidiana di come le persone si impegnano con i contenuti testuali, video e audio su tutti i principali dispositivi digitali.
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, presidente di IAB Australia e CDO di News Corp Australia, ha dichiarato: "Le metriche di trading giornaliere consentiranno agli editori e alle agenzie di intervenire durante le campagne e di rispondere ai cicli di brief giornalieri. Questo porta il digitale in linea con gli altri media che riportano metriche di rating giornaliere. ร importante notare che il DCR misura anche l'audience "fuori piattaforma", il che significa che per la prima volta come editore posso attribuire l'audience che consuma contenuti fuori piattaforma al mio numero di audience unico complessivo. Nessun altro sistema di misurazione dei media consente ai marketer di contare le persone che consumano contenuti su piattaforme terze e di attribuirle all'autore del contenuto".
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.
Quando gli รจ stato chiesto cosa ci aspetta per la misurazione digitale, Solanki ha risposto "il cambiamento". "Il digitale รจ un ecosistema di contenuti diversificato, incredibilmente complesso e in continua evoluzione. I proprietari di contenuti stanno perfezionando le loro strategie, le persone cambiano il modo di consumare i media digitali e la tecnologia รจ in continua evoluzione; quindi anche la misurazione dell'audience digitale deve continuare a evolversi. Ed รจ esattamente quello che faremo", ha concluso Solanki.
Nielsen รจ l'unico ed esclusivo fornitore privilegiato dell'Interactive Advertising Bureau (IAB) australiano per la fornitura di servizi di misurazione dell'audience digitale in Australia ed รจ alla base dell'acquisto e della vendita di pubblicitร digitale in Australia.
IL SOSTEGNO DELL'INDUSTRIA ALLE VALUTAZIONI DEI CONTENUTI DIGITALI DI 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 di Nine "Il passaggio agli ascolti giornalieri, sotto forma di Digital Content Ratings, rappresenta un'importante pietra miliare ed รจ un chiaro segno della crescente maturitร dello spazio digitale australiano", ha dichiarato Alex Parsons, Chief Digital and Marketing Officer di Nine."
"Con un maggior numero di dati demografici e di visite, gli editori digitali saranno piรน che mai in grado di fornire ai marketer e alle loro agenzie i dati necessari per fare scelte piรน informate su dove investire."
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 non vede l'ora di lavorare con le ulteriori informazioni generate dal DCR. Avere accesso alle metriche giornaliere si rivelerร una liberazione, in quanto dovremmo essere in grado di rispondere agilmente alle mutevoli dinamiche di mercato e alle nuove opportunitร di trading. Si tratta di una grande innovazione sia per chi compra che per chi vende".
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.”
Per ulteriori informazioni, contattare:
Nielsen
Jackie HellikerT: + 61 403 074 864E: jackie.helliker@nielsen.com
IAB Australia
Pru Quinlan o Sue RalstonT: + 61 8905 0995E: pru@einsteinz.com.au o sue@einsteinz.com.au
SU 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.
SULL'UFFICIO PUBBLICITร INTERATTIVA
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.
Il ruolo dello IAB รจ quello di collaborare con i suoi membri e con il piรน ampio settore della pubblicitร e del marketing per aiutare gli operatori del settore a individuare il modo migliore per utilizzare l'online come parte della loro strategia di marketing, per meglio indirizzare e coinvolgere i loro clienti e costruire i loro marchi.
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
