Publishers, agencies and marketers in Australia can now access daily digital audience data after the Interactive Advertising Bureau (IAB) Australia and Nielsen Digital announced that they are switching on Digital Content Ratings (DCR).
The Nielsen DCR provides the media industry in Australia a daily view of how many people are consuming content across all key digital devices and complements Nielsen’s existing Digital Ratings (Monthly) measurement solution.
The DCR also provides media buyers and owners a daily view of how people engage with text, video and audio content across all key digital devices, as well as ensuring consistency between the measurement of digital content and advertising performance with Digital Ad Ratings measurement solution.
IAB Australia and Nielsen Digital’s decision to switch on DCR is the third of three planned major upgrades to the digital audience measurement system in Australia.
The first stage saw both organisations releasing the Australian market’s first view of mobile and tablet audience data, while stage two delivered Digital Ratings (Monthly), giving the market its first view of their total audiences across key digital devices.
“The Australian digital industry - which now accounts for half of all advertising spend – has always been world leading in the area of digital measurement,” said Vijay Solanki, chief executive officer of IAB Australia.
“DCR is a game changer for the industry because it is daily, people-based and independent.
“It’s good for publishers and gives more precision to advertisers. It also helps create more transparency and more confidence for digital.”
Added Alex Smith, Nielsen’s head of digital product: "We set out to measure Australians and the way they engage with different content types across different devices.
“This has been a complex environment to measure but an incredible opportunity to deliver the first and only daily, independent, people-based digital measurement solution.
“We are delivering daily audience data for both big and small sites, including on and off platform which will see us support the diverse and vibrant publisher portfolio in Australia."