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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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Nielsen Online Landscape Review - October 2013

During October 2013 there were 16.2 million Australians active online. They spent an average of 40 hours and 19 minutes per person (an increase of almost three hours on September 2013) across 63 browser sessions during the month.

Nielsen Online Landscape Review - September 2013

During the month of September 2013, 16.4 million Australians accessed the internet and spent an average of 36 hours online across 59 sessions. Furthermore, on average, Australians spent 5 hours and 20 minutes watching online video and viewed 1.4 billion streams.

Nielsen Online Landscape Review - August 2013

During the month of August 2013, 16.7 million Australians accessed the internet and spent an average of 37.6 hours online across 60 sessions. Furthermore, on average, Australians spent 5 hours and 17 minutes watching online video and viewed 110 streams. Read the full report here.

Nielsen Online Landscape Review - July 2013

During the month of July, 17.2 million Australians accessed the internet and spent an average of 38 hours online across 60 sessions. Furthermore, Australians spent 5 hours and 20 minutes watching online video and viewed 108 streams, as online audiences continue to increase their engagement.

Nielsen Online Landscape Review - June 2013

With 17.2 million Australians accessing the internet during June 2013, spending an average of 37 hours online across 60 sessions, there's a great story to be told for the state of the online industry in Australia. Download the report to learn more.

Nielsen Online Landscape Review - May 2013

This month's edition explains how Australia's overall unique online audience has reached 16.8m, with 33bn page views and 40bn spent online. During May, 13m Australians streamed online videos, each spending an average 6hrs and 49mins watching online video content and viewing 140 streams.

Nielsen Online Landscape Review - April 2013

This April edition shows the overall unique audience of 15.7m online Australians was consistent with March, however engagement metrics were down overall, with 36bn page views and 23bn minutes spent online in April, down 8% and 5% respectively. Mobile usage increased slightly reaching its second-highest level ever with mobile page views sitting at just over 406m, an overall growth of 106% since January 2012.

Nielsen Online Landscape Review - March 2013

This edition shows the overall unique audience of 15.7 million online Australians was down slightly on February however engagement metrics were up overall, with 39 billion page views and 24 billion minutes spent online.

Nielsen: Online Landscape Review - February 2013

In this February 2013 edition the overall unique audience of 16m online Australians was up by 3% from January with 36bn page views and 22bn minutes spent online. Mobile usage recorded 363m page views – a 95% increase on the same time last year.

Nielsen: Online Landscape Review - January 2013

In this edition of Nielsen's review, the overall unique audience of 15 million online Australians was up marginally from December 2012 with 39 billion page views and 23 billion minutes spent online. Also, more than three quarters of online Australians (11.2 million) watched web based video content in January 2013.

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