Research company Roy Morgan has revealed a new audience data measurement offering, which will give publishers, media agencies and brand advertisers access to new cross-device and cross-platform audience data for newspapers, magazines and websites.
Launching next week, the enhanced cross-device audience data is a component of Roy Morgan Single Source, the industry standard for planning and buying media. The new data addresses the industry issue of accurately measure and profile online audiences across desktop, tablet and mobile.
The new tool combines Roy Morgan's research, machine-based online data collected through digital pixels placed on websites to capture online visulation across digital assets.
Roy Morgan Research CEO Michele Levine says the new measurement is a “natural extension” for the company, bringing together the mix of data from various platforms.
It follows the launch of cross-platform readership metric for the publishing industry, Emma in 2013. Roy Morgan reported a $7.85 million loss in the financial year ending June 2014, with the business' research database, Single Source, being the hardest hit.
“In a way the industry will decide what it needs," Levin says. "News Corp [part owner of Emma] made it very difficult for Roy Morgan. It has been a challenging time. I don’t know if this new offering will be a huge money spinner but being able to understand measurement is just one piece of the puzzle."
Bauer Media Australia has been the first publisher to fully implement Roy Morgan’s total online solution by adding pixels to all of their digital assets.
“Bauer is taking the lead in this space to truly understand how their business acts offline,” Levine says.
“For the first time we can reliably measure the overlap between mobile and broadband audiences and see websites and inventory that were previously too small to get picked up."
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