IAB Australia has extended its deed with Nielsen as the sole and exclusive preferred supplier for the provision of online audience measurement in Australia. The deed has been extended for a further eighteen months. This coincides with Nielsen Online Ratings hybrid data which has been in market for three years. The new deed includes an additional layer of KPIs to ensure Nielsen continues to improve its product delivery times, adoption, education and training.
Gai Le Roy, Director of Research at IAB Australia said “IAB Australia’s Measurement Council has conducted a thorough review and come to the conclusion that Nielsen is still best placed to provide online audience measurement services in Australia.”
While mobile volume traffic data is included within the latest Nielsen deed; IAB is still vetting available options and vendors for tracking the mobile audience data which will not be handled by Nielsen. “With the explosion of mobile usage, one of the IAB’s key priorities is to identify a mobile audience measurement offering or offerings that are affordable, nimble and can be integrated into other media measurement systems to provide true, unduplicated cross platform and cross media audience data ,” added Le Roy.
Nielsen will also be releasing more detailed mobile device volume data for Market Intelligence in May. This data will combine the current Market Intelligence and Mobile Market Intelligence to allow clients to drill into the distribution of devices where a site is consumed. Nielsen Online Ratings identifies people-based metrics, as opposed to browser-based for the Australian online advertising industry. This allows online to be measured comparably with other media, in addition to providing online reach and frequency analyses comparable with traditional media schedules.
IAB Australia has also announced that Tony Prentice has stepped down from his interim CEO role. Prentice was engaged in January by IAB Australia in a part time capacity to manage the review and resulting extension of the deed with Nielsen. Samantha Yorke, IAB Australia’s Director of Regulatory Affairs has now been appointed Acting CEO and assumed responsibility for all aspects of IAB Australia’s operations, as well as maintaining her Regulatory Affairs portfolio.