Audience Measurement and Nielsen
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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 digit audience measurement system. Digital Ratings (Monthly), which was launched early in 2016 is the second of three planned major upgrades to the digital audience measurement system.
Below are some key points regarding the IAB/Nielsen Industry Digital Audience Measurement:
- Provides the industry with an audience focused measurement system which tracks all behaviour on browsers and apps across desktop/laptop, smartphones and tablets.
- 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.
- It is an independent system run by a leading global measurement organisation, Nielsen, with the oversight by the digital industry and the IAB.
- The digital audience measurement data & 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.
- 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 in 2017 will be yet again a world first.
- 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.
Learn more about Industry Digital Audience Measurement here.
As part of the ongoing effort to redefine audience measurement, the IAB and Nielsen moved the monthly Australian Online Landscape Review to an interactive online report. You can view the monthly figures from February 2015 and onward here. All prior reports (from March 2012 to July 2015) are still available below and can be downloaded as PDFs.
You can view the interactive Nielsen Online Landscape Reports here.
Nielsen and the IAB
Nielsen was appointed the sole and exclusive preferred supplier for the provision of digital audience measurement services to the IAB in Australia starting on January 1st, 2015, for a three-year period. The contract continues and has introduced a comprehensive overhaul of the existing digital audience measurement system, with a number of significant improvements and enhancements around mobile audience measurement and improved reporting capabilities.
The IAB Technical Review Group found that Nielsen was the preferred candidate by a significant margin, with their proposal providing the most accurate, robust and credible measurement data for Australian digital audiences and websites. A major factor in the choice of Nielsen was the proposal’s particular strengths in mobile measurement, one of the key criteria.
Learn more about Australian Digital Audience Measurement journey here.
Digital Audience Measurement - Classification and Hierarchy Guidelines
Overview: From Jan. 2012, Nielsen aligned the categorisation and structure of entities listed in Market Intelligence and Digital ratings Monthly excepting Digital ratings Monthly Custom Brands/Channels (Networks or Websites).
The digital landscape in January 2017 saw Australians spend 69 hours surfing online across over 236 sessions per person.
The digital landscape in December 2016 saw Australians spend 69 hours surfing online across over 236 sessions per person.
Welcome to the November 2016 edition of your Nielsen Digital Landscape. The digital landscape in November 2016 saw Australians spend 72 hours surfing online across over 239 sessions per person.
The digital landscape in October 2016 saw Australians spend 67 hours surfing online across over 226 sessions per person.
Welcome to the September 2016 edition of your Nielsen Digital Landscape. The digital landscape in September 2016 saw Australians spend 61 hours surfing online across over 218 sessions per person.
Welcome to the July 2016 edition of your Nielsen Digital Landscape. The digital landscape in August 2016 saw Australians spend 68 hours surfing online across over 251 sessions per person.
Welcome to the July 2016 edition of your Nielsen Digital Landscape. The digital landscape in July 2016 saw Australians spend 58 hours surfing online across over 263 sessions per person.
Welcome to the June 2016 edition of your Nielsen Digital Landscape. The digital landscape in June 2016 saw Australians spend 54 hours surfing online across over 245 sessions per person.
Welcome to the July 2015 edition of Nielsen's Online Landscape Review.
The online landscape in July saw Australians spend 37 hours online over 63 sessions; with 40 billion minutes spent online.
Welcome to the June 2015 edition of Nielsen's Online Landscape Review.
The Australian online landscape in March saw internet users spend 37 hours online over 64 sessions; with 41 billion minutes spent online and 30 billion pages viewed.