IAB's new digital audience measurement tool

By AdNews | 6 March 2023

Ipsos iris, Australia’s new digital audience measurement currency endorsed by the IAB, launches today, providing data about the 21 million Australians aged 14+ who access digital content and services across smartphone, PC/laptop and tablet devices.

The measurement promises to be an independent source of truth for the media industry providing a level playing field for comparison of audience reach and characteristics and supporting the $14.2 billion Australian online advertising market.

The January 2023 data shows Australians spent on average 107 hours online on a PC/laptop, smartphone or tablet device.

The most popular online categories by total audience size in January include social networking (20.9 million), search (20.9 million), technology (20.8 million), retail & commerce (20.6 million) and entertainment (20.5 million).

Almost 20.3 million Australians spent on average more than six hours visiting online news sites and apps in January, which rose to 11 hours among those aged 55-64. The News category includes audience and time spent online on both general news and broader news content including weather, and sport, lifestyle, entertainment, and business news.

General news is the most popular news sub-category reaching 19.2 million Australians in January and weather had the highest time spent with almost four hours per person.

The reporting of news brands also includes the audience of media owner content distributed on platforms such as Google AMP, Facebook and Apple News.

Ipsos iris provides accuracy in solving cross-device deduplication, the biggest challenge in measuring online audiences, using a single-source multi-device panel measuring activity on 8,000 smartphone, PC, laptop and tablet devices.

Smartphones led digital consumption with 19.2 million Australians spending on average 82 hours online. In addition, 14.1 million Australians accessed PC/laptops spending an average of 32 minutes online and 3.6 million were on tablets spending on average 61 hours online.

In demographics, 25- to 39- year olds remain the largest age group online at 26% share of audience. The highest average time per person spent online is amongst the 55- to 64-year-old age group, spending on average 116 hours online in January.

Later this year CTV audience currency integration from a data partnership with OzTAM will provide total unduplicated digital audience currency data for CTV, smartphones, tablets, and computers.

Ipsos ANZ CEO Simon Wake said: “Ipsos iris brings a new standard of measurement to the industry that has been built in conjunction with the IAB. Ipsos iris delivers accuracy in cross device usage and audience duplication, as well as new insights into younger audiences on mobile devices. All Ipsos clients will benefit from our deep understanding of the digital behaviour of Australians.”

IAB CEO Gai Le Roy said: “The launch of Ipsos iris today is the culmination of significant collaboration across the industry to provide robust digital audience content measurement that will continue to evolve with the changing media, consumer, and technology landscape.

"Ipsos iris provides inclusive, independent, and transparent data for advertiser and agencies to confidently plan digital media investment and new ways for media owners to differentiate their inventory. Ipsos iris also provides a pathway to cross-platform and cross-media measurement solutions for the industry into the future.”

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