– 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.
尼尔森数字内容收视率（Digital Content Ratings）为澳大利亚媒体行业提供了一个每日视图，显示有多少人通过所有主要数字设备消费内容，是对尼尔森现有数字收视率（月度）测量解决方案的补充。
数字内容收视率将尼尔森的数字设备面板与基于人口普查的测量相结合，为媒体买家和所有者提供了一个独立、精细的数据集，让他们每天都能了解人们是如何通过所有主要数字设备接触文字、视频和音频内容的。
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.”
澳大利亚 IAB 主席兼澳大利亚新闻集团 CDO 妮可-谢菲尔德（Nicole Sheffield）说："每日交易指标将使出版商和代理商能够在营销活动中采取相应行动，并对每日简报周期做出回应。这将使数字媒体与其他报告每日收视率指标的媒体保持一致。重要的是，DCR 还能测量 "平台外 "受众，这意味着作为出版商，我第一次可以将平台外消费内容的受众归因于我的总体独特受众数量。没有任何其他媒体测量系统可以让营销人员计算在第三方平台上消费内容的受众人数，并将受众归属于内容发起者。
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.
当被问及数字测量的下一步是什么时，Solanki 说是 "变化"。"数字是一个多样化、极其复杂且不断变化的内容生态系统。内容所有者正在完善他们的战略，人们正在改变他们消费数字媒体的方式，技术也在不断发展；因此，数字受众测量也必须不断发展。这正是我们要做的。
尼尔森是澳大利亚互动广告局（IAB）在澳大利亚提供数字受众测量服务的唯一首选供应商，也是澳大利亚数字广告买卖的基础。
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.”
Nine 首席数字与营销官 Alex Parsons 表示："以数字内容评级的形式实现每日评级是一个重要的里程碑，也是澳大利亚数字领域日益成熟的一个明显标志。
"有了更多的人口统计和访问量数据，数字出版商将比以往任何时候都更有能力更好地为营销人员及其代理机构提供所需的数据，从而在投资方向上做出更明智的选择"。
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 期待着与 DCR 产生的更多洞察力合作。能够获得每日指标将证明我们是自由的，因为我们应该能够灵活应对不断变化的市场动态和新的交易机会。这对买方和卖方来说都是一项伟大的创新。
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.”
如需了解更多信息，请联系
尼尔森
Jackie HellikerT: + 61 403 074 864E: jackie.helliker@nielsen.com
IAB 澳大利亚
Pru Quinlan 或 Sue RalstonT：+ 61 8905 0995E：pru@einsteinz.com.au 或 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.
ABOUT THE 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.
IAB 的职责是与其成员以及更广泛的广告和营销行业合作，协助营销人员确定如何以最佳方式将在线营销作为其营销战略的一部分，以更好地锁定目标客户、吸引客户并建立品牌。
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
