IAB Australia & Nielsen’s Digital Audience Measurement Solution
IAB Australia and Nielsen released new digital audience measurement currency, Digital Ratings (Monthly) on 31st March, 2016. The digital measurement solution gives the market a first look at Australia’s total digital audience, unduplicated, across PC, smartphone and tablet for both web browsers and apps.
From Nielsen: ‘Digital Ratings (Monthly) fuses together Nielsen’s pre-existing PC panel for home and work with nationally representative panels of Australian smartphone and tablet internet users, as well as census tagged data for PC and mobile web. It provides an independent, cross-device view of the total digital audience. The release of Digital Ratings (Monthly) is the second of three planned major upgrades to the digital audience measurement system in Australia. Stage one saw IAB Australia and Nielsen release the market’s first view of Australians’ mobile and tablet audience data’.
How To Use This Information
From Nielsen: ‘This data allows publishers, who are already investing significantly in mobile, to see how their audiences have grown across all digital devices. It also enables agencies and advertisers to make more accurate decisions and gauge the reach of their digital investment – giving a true picture of their total audience across key digital devices’.
The Australian Digital Landscape
From Nielsen: ‘From a time metric perspective, the search engines, portals & social networking category was the clear leader reporting a 205% increase in total minutes from desktop only to total audience. This is driven by Facebook, Google Search and Instagram audiences, especially from apps’.
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