Nielsen Preferred IAB Online Measurement Supplier

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IAB Australia appoints Nielsen as preferred supplier of online audience measurement services – finding it offers the most accurate, robust and credible data.

The Interactive Advertising Bureau (IAB) has announced that The Nielsen Company has been appointed the sole and exclusive preferred supplier for the provision of online audience measurement services in Australia.

With the endorsement of Nielsen Online Ratings, the IAB Australia is identifying people-based metrics, as opposed to browser-based, as the best and preferred online audience measurement system for the Australian online advertising industry.

“The announcement today marks the dawn of a new era in online audience measurement and is a significant step towards growing the online advertising industry in Australia to the number one advertising channel, in excess of $4 billion per annum,” said Paul Fisher, CEO of IAB Australia.

“For years, media planners and buyers and marketers, have asked for standardised measurement and metrics for online audiences and websites and a media planning and buying currency. This is without a doubt the most significant step to date in an ongoing process to evolve and improve how we measure online audiences and advertising. Online will now have the ability to offer ‘apples with apples’ media planning capabilities and it will streamline audience measurement for marketers, media planners and buyers, publishers, networks,”  he continued.

Australia is one of the first countries to complete a formal tender and technical review process of hybrid measurement methodology and is the first to formally announce an endorsed supplier of this methodology.

The Nielsen Company was selected by the specially convened Technical Review Group, who also reviewed and evaluated submissions from Colmar Brunton with Gemius, ComScore, Roy Morgan Research with Effective Measure and Vizisense. The result of the review demonstrated that The Nielsen Company best met the technical criteria of the tender and offered the most accurate, robust and credible measurement data for Australian online audiences and websites.

IAB Australia will now reconvene its Measurement Council to work with The Nielsen Company on the timings of delivery and the extension of measurement process to incorporate mobile including tablets and smart phones, video and cross channel engagement.

Article by Nirosha Methananda

Nirosha is a Content Creator for The Media Pad, publisher of Power Marketer. Coming from a marketing and communications background (in the legal, retail and online industries), she has a strong passion and enjoys the innovation, creativity and problem-solving that are core to this area of business. Recently engaged, Nirosha is immersing herself in the joys of wedding planning! She is also an avid reader (of mostly fiction), always keen to get onto the golf course, likes to paint, tries to sing and is able to recall useless celebrity facts at the drop of a hat!

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