Readership Works managing director Mal Dale has flagged that Ipsos will discount its product in order to win over media agencies as the firm seeks to take business from incumbent readership data provider, Roy Morgan.
“In return for your consideration [Ipsos will offer] favourable terms” to keep trialling EMMA, Dale told agencies at the media launch of the new metric.
Dale, last week, remained tight-lipped when questioned by journalists about how the new metric would be priced. Since then, one or two media agencies have suggested they will buy it over Roy Morgan data, yet Roy Morgan has said it has yet to lose a subscription.
The Australian on Monday speculated that it might need to be trialled for some time before gaining commercial traction. One media buyer told AdNews that a year’s trial had been rumoured. Given that the system has been in development for nearly four years, it is likely that it will be backed long enough to take root.
Dale said the market now had a choice of metric, something agencies “had always wanted.”
He said that there were new features in development, including open software support, cross-platform reach and frequency development, readership data for smaller regional titles and a framework for engagement.
The prioritisation of those developments, he said, “is within your hands as customers.”
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