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Australian Digital Audience Measurement and Landscape

On behalf of the media and advertising industry, IAB Australia invests significant time and resources to manage a sole and preferred supplier deed for digital audience measurement. This industry initiative ensures that Australia has a world-leading, independent, inclusive and transparent digital audience measurement system. This measurement system is overseen by the IAB Australia Measurement Council, which consists of representatives from 18 different media and agency organisations, with involvement from the Media Federation of Australia.

The products and solutions in market have been constantly evolving since the IAB developed its first audience measurement blueprint in 2007. Daily Digital Content Ratings (DCR) was launched in 2017 and June 2018 sees the roll out of Weekly and Monthly Digital Content Ratings (DCR). Detailed information on the new roll out has been prepared to help explain the changes and benefits to the market, available below.

THE NEXT PHASE IN INDEPENDENT AL AUDIENCE MEASUREMENT Online 1

DCR Executive Summary 5

Download the June 2018 DCR Information Pack here.

Download the June 2018 DCR Executive Summary here.

Learn more about the IAB/Nielsen Digital Audience Measurement solution, Monthly Ratings and Daily Content Ratings here.


Key Benefits of DCR

  1. Deduplicated Cross-Platform View Of Digital Content Audiences
    Desktop, laptop, smartphone (app & browser) and tablet (app & browser)
  2. Daily Reporting Frequency
    In addition to monthly cadence.
  3. Measurement Across All Content Types
    Delivered in a single interface for text, video and audio content.
  4. Cater For Audience Fragmentation
    Methodology is built to cater specifically to the nuances of digital media consumption by overcoming traditional panel only issues.
  5. Off-Platform And In-App
    Content measured and attributed to the publisher.
  6. Plan And Post Evaluate With Consistency
    Consistent methodology with Nielsen Digital Ad Ratings - for commonality between media planning and post-campaign validation.

Download the Guidelines for using Nielsen Digital Content Ratings Data here.

Watch the below video on YouTube to get a more complete understanding of DCR.

DCR


Key Points of IAB/Nielsen Industry Digital Audience Measurement

  1. Provides the industry with an audience focused measurement system which tracks all behaviour on browsers and apps across desktop/laptop, smartphones and tablets.
  2. The data is inclusive and reports on all properties in an equal manner, regardless of their involvement with the IAB, to provide the industry with comparable data on all players. It is a transparent system that tracks over 6,500 media organisations, brand and channels across three devices in each reporting period.
  3. It is an independent system run by a leading global measurement organisation, Nielsen, with the oversight by the digital industry and the IAB.
  4. The digital audience measurement data and system is continually reviewed by the IAB’s Measurement Council which has representatives of seventeen media organisations and the Media Federation of Australia. The IAB deed requires Nielsen to undergo annual independent audits as directed by the Measurement Council and to take any necessary action to ensure agreed standards are met.
  5. The Australian solution is world leading with a hybrid people-based measurement system which combines the best of a media quality panel and detailed census data from a wide range of publishers. Moving to daily ratings for text, video and audio measurement was yet again a world first.
  6. Digital audience measurement is constantly evolving to reflect changes in technology adoption and general digital consumer trends so as to ensure the solution provides accurate and relevant data for media agencies, advertisers and publishers.

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Australian Online Landscape Review - Apr. 2018

The digital landscape saw 20,446,000 people actively surfing online in April 2018, with Australians 18+ spending an average of 83 hours online per person.

Australian Online Landscape Review - March 2018

The digital landscape saw 20,405,000 people actively surfing online in March 2018, with Australians 18+ spending an average of 88 hours 41 minutes online per person.

Role of page view as a comparative ratings metric - Open for Public Comment

Page Views have been a key metric in digital ratings systems since the mid-1990s and have historically been an important volume indicator when comparing sites and publishers.

This paper is to open this discussion to the broader media and advertising community and to invite comment on this proposal until the 15th June 2018.

Guidelines for using Nielsen Digital Content Ratings Data

With publisher participation, DCR offers the unique capability to attribute audiences to the content publisher whether it is distributed on-platform via their own websites and apps or off-platform via Google AMP, Facebook Video, or Facebook Instant Articles.

Australian Online Landscape Review - Feb. 2018

The digital landscape saw 20,405,000 people actively surfing online in February 2018, with Australians 18+ spending an average of 81 hours online per person.

Australian Online Landscape Review - Jan. 2018

The digital landscape saw 20,164,000 people actively surfing online in January 2018, with Australians 18+ spending an average of 87 hours online per person.

Australian Online Landscape Review - Dec. 2017

The digital landscape in December 2017 saw Australians spend 70 hours surfing online across over 221 sessions per person, with 20,164,000 people actively surfing online.

Australian Online Landscape Review - Oct. 2017

The digital landscape in October 2017 saw Australians spend 70 hours surfing online across over 244 sessions per person, with 20,238,000 people actively surfing online.

Australian Online Landscape Review - Sept. 2017

The digital landscape in September 2017 saw Australians spend 72 hours of surfing online per person across over 255 sessions per person, with 20,165,000 people actively surfing online.

Digital Fact Sheet Pack for MeasureUp Conference

IAB Australia's October Digital Fact Sheet Pack for MeasureUp Conference 2017.

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