Industry urged to tell IAB what online measurement should look like as Nielsen's deed contract winds up

By AdNews | 21 February 2014
 
IAB chief executive Alice Manners.

The IAB wants to hear what all agencies, marketers and publishers need as it aims to find solutions for cross platform media measurement. Nielsen's contract for online audience measurement is coming to the end of its term and the deed is up for renewal. All stakeholders are invited to a 'town hall' meeting next month to get the process rolling and shape the future of multi screen measurement.

Nielsen's Monique Perry has stated that Nielsen will pitch for every measurement contract going this year but the IAB is open to one or several preferred suppliers and the scoping exercise will feed into full tender documentation from the IAB in April.

The bureau is seeking responses from a broad range of suppliers, including those interested in pursuing particular aspects of the broader online audience measurement requirements such as mobile or video; companies who may wish to jointly respond to the tender and those who believe they can address the full tender requirements.

Ian Muir, a media measurement expert and veteran of TV, outdoor and newspaper measurement tenders, is the independent chair for the Deed Renewal process. He was the chair of the original IAB Australia tender process. The MFA and AANA will also be involved in the review process again.

According to Alice Manners, CEO of IAB Australia, the industry meeting will be the first step on what will be a very transparent review process.

“Online measurement is an issue that is of critical importance for our industry so it’s vital that our tender process reflects the combined interests of our industry. Australia is a leader in digital audience measurement being one of the first markets globally to test and embrace hybrid methodology to help with more accurate and inclusive data.

“We anticipate considerable input and opinion at our meeting in March and we are also encouraging all potential online measurement suppliers to get involved in responding to the tender. We are looking forward to reviewing a range of innovative and challenging new solutions for this complicated issue which will help us support and grow the online advertising industry as a whole,” said Manners.

Gai Le Roy, director of research at IAB Australia said “The IAB Australia Measurement Council members have already begun planning for the town hall meeting and considering preliminary aspects of the tender document around metrics, deliverables and scope. We look forward to developing this further once the meeting has been held and all interested publishers and agencies have had their chance to share their views.”

 The meeting will be held on 19 March. Full details about the meeting and tender process can be found at www.iabaustralia.com.au.

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