– 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.
닐슨 디지털 콘텐츠 등급은 호주 미디어 업계에 모든 주요 디지털 기기에서 얼마나 많은 사람들이 콘텐츠를 소비하는지에 대한 일일 뷰를 제공하며, 닐슨의 기존 디지털 등급(월간) 측정 솔루션을 보완합니다.
디지털 콘텐츠 등급은 닐슨의 디지털 기기 패널과 인구조사 기반 측정을 결합하여 미디어 구매자와 소유주에게 모든 주요 디지털 기기에서 사람들이 텍스트, 비디오 및 오디오 콘텐츠에 참여하는 방식을 매일 볼 수 있는 독립적이고 세분화된 데이터 세트를 제공합니다.
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.”
IAB 오스트레일리아의 회장이자 뉴스코퍼레이션 오스트레일리아의 CDO인 니콜 셰필드는 "일간 거래 지표를 통해 퍼블리셔와 광고 대행사는 캠페인 중에 방향을 전환하고 조치를 취할 수 있으며, 매일 짧은 주기에 대응할 수 있게 될 것입니다. 이로써 디지털은 일일 시청률 지표를 보고하는 다른 미디어와 보조를 맞추게 됩니다. 중요한 점은 DCR이 '플랫폼 외부' 오디언스도 측정한다는 점입니다. 즉, 퍼블리셔로서 처음으로 플랫폼 외부에서 콘텐츠를 소비하는 오디언스를 전체 고유 오디언스 수에 포함시킬 수 있다는 것입니다. 다른 어떤 미디어 측정 시스템도 마케터가 타사 플랫폼에서 콘텐츠를 소비하는 사람들을 집계하고 콘텐츠 제작자에게 다시 어트리뷰션할 수 있도록 지원하지 않습니다."
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.
디지털 측정의 다음 단계는 무엇이냐는 질문에 솔란키는 "변화"라고 답했습니다. "디지털은 다양하고 믿을 수 없을 정도로 복잡하며 끊임없이 변화하는 콘텐츠 생태계입니다. 콘텐츠 소유자는 전략을 개선하고, 사람들은 디지털 미디어를 소비하는 방식을 바꾸고, 기술은 끊임없이 발전하고 있으므로 디지털 오디언스 측정도 계속 진화해야 합니다. 이것이 바로 우리가 할 일입니다."라고 솔란키는 결론을 내립니다.
닐슨은 호주에서 디지털 잠재고객 측정 서비스를 제공하는 호주 인터랙티브 광고국(IAB)의 유일하고 독점적인 우선 공급업체로서 호주의 디지털 광고 구매 및 판매를 지원하고 있습니다.
INDUSTRY SUPPORT FOR NIELSEN DIGITAL CONTENT RATINGS
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.”
알렉스 파슨스, 나인의 최고 디지털 및 마케팅 책임자 "디지털 콘텐츠 등급이라는 형태의 일일 등급으로 전환한 것은 중요한 이정표이며 호주 디지털 공간의 성숙도가 높아지고 있다는 분명한 신호입니다."라고 나인의 최고 디지털 및 마케팅 책임자인 알렉스 파슨스는 말합니다."
"더 많은 인구 통계 및 방문 데이터를 통해 디지털 퍼블리셔는 마케터와 대행사가 투자 대상에 대해 더 많은 정보에 기반한 선택을 하는 데 필요한 데이터를 그 어느 때보다 더 효과적으로 제공할 수 있게 될 것입니다."
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.
카세일은 DCR이 생성하는 추가적인 인사이트에 대한 기대가 큽니다. 일일 지표에 액세스할 수 있게 되면 변화하는 시장 역학 관계와 새로운 거래 기회에 민첩하게 대응할 수 있어 큰 도움이 될 것입니다. 이는 매수 측과 매도 측 모두에게 큰 혁신입니다.
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.”
자세한 내용은 문의하세요:
닐슨
Jackie HellikerT: + 61 403 074 864E: jackie.helliker@nielsen.com
IAB 호주
프루 퀸란 또는 수 랄스톤T: + 61 8905 0995E: pru@einsteinz.com.au 또는 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.
인터랙티브 광고국 정보
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.
IAB의 역할은 회원사 및 광범위한 광고 및 마케팅 업계와 협력하여 마케팅 전략의 일부로 온라인을 가장 효과적으로 활용하는 방법을 파악하고, 고객을 더 잘 타겟팅하고 참여시키며, 브랜드를 구축할 수 있도록 마케터들을 지원하는 것입니다.
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
