So 2016 was an interesting year for digital measurement to say the least. There was some well-deserved questioning, some scrutiny that comes with an increased market share and a lot of people confusing metrics and their meaning. Australians spent 72 hours online on PCs, phones and tablets in November 2016. Regardless of whether you agree or disagree on recent criticism levelled at digital metrics, the answer is not to retreat to an earlier era but to find new solutions and add extra layers of assurance that are relevant to current consumer behaviour.
In October 2014, after a rigorous process, IAB Australia appointed Nielsen as the sole and preferred supplier for the digital measurement currency that is used for the planning, buying and reporting of digital audiences in Australia – extending the existing relationship to 2018.
Last week we released the latest State of the Industry report at The Programmatic Summit held at The Hilton in Sydney. The report, which was conducted by third party research company Qualtrics, surveyed 265 ANZ marketers asking their perspective on the changing dynamics of the advertising and marketing landscape.
IAB Australia has been tracking digital advertising expenditure since 2003 when the total market was only $236 million and I am personally old enough to remember getting excited when online advertising tripled in 1998 to $8 million. We released the latest Australia digital advertising revenue information in the IAB/PWC Online Advertising Expenditure Report a couple of weeks ago and the market neared $4.4 billion for FY14.
AMSTERDAM – At the recent Super Mobility Conference in Las Vegas, ESPN and Hulu said their mobile video audience was expanding rapidly, and said having mobile video was a critical component of their business strategy.
With good reason; both have seen huge growth in the popularity of their programming on mobile platforms.
Last week's launch of the iPhone 6 was another reminder that we are all carrying around immersive multi-media machines in our pockets.
And certainly nobody wants to hear about "year of the mobile" a phrase with about as much relevance as "the year of online video" or the "year of the fax machine".
Recent advancements in digital reporting technology now allow advertisers to report and optimise digital campaigns based on visibility. Simply, ad visibility is a metric that indicates how much time on average an ad placement was visible to consumers.
One of the things I love about working in digital media is the accountability of the metrics. If you can do it, you can measure it, but should you? Finding the metrics that matter for your business, and getting people inside and outside to understand what you track and why it matters, are just as important as what those numbers look like.
Legend has it that in the 12th century King Henry I declared that a yard was the distance from his nose to his outstretched thumb. The issues this would have caused are both amusing and innumerable. It wasn't until Richard the Lionheart instituted the Magna Carta that measurements were standardised, stating "There shall be but one Measure throughout the Realm!" – Most of us in the digital advertising industry are looking forward to yelling that out of our office windows. I would just add an additional caveat – "and let it be the best!"
Many of us in the digital industry have been trading in the currency of page views, unique users and related metrics for some time now. Most industry professionals have probably been involved in measuring the impact of digital advertising – from search-lift and view-thru studies to recording lifts in brand metrics and sales – all very important for benchmarking performance against objectives and improving in the future.