Nielsen to beef up digital measurement

James McGrath
By James McGrath | 2 February 2015
V 2.0 of the SMH app for iPad.

Tablet and mobile measurement will come into play during the first half of this year while the industry will get digital audience numbers on a daily basis from next year.

Nielsen will deliver the daily ratings, which will account for audience data rather than just traffic on a daily basis for the first time in Australia starting from next year.

The new measurement system will itemise audiences across desktops, smartphones, tablets and apps.

All the data will be reported in an overnight, daily basis, and Nielsen is promising the new system will be able to measure sites with smaller audiences.

The new audience measurement piece is the outcome of a deal struck with the Interactive Advertising Bureau (IAB) to beef up digital audience reporting.

It beat out a challenge from GfK last year to retain its IAB contract last October, extending the relationship to 2018.

It also beat out Roy Morgan and ComScore to the contract.

IAB chief executive Alice Manners said the new reporting would give media planners certainty when trying to get a handle on how many people are jumping onto what sites, when, and on what device.

"The move to daily audience data across digital devices will be an incredible advantage to the industry for digital and cross-media planning and analysis. We look forward to working with Nielsen on this journey,” Manners said.

Ahead of the expected launch of daily numbers next year, Nielsen's former media group business director, John Price, has been appointed to liase with the industry to ease it into the new systems.

“As part of the new deed it was important to the IAB that the ratings supplier invests time and resources into industry consultation, education and marketing," IAB's director of research, Gai Le Roy, said.

"The establishment of this new role will help the industry keep informed of market changes and allow a greater level of input into product development.”

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