A new normal for digital media requires a new way to measure audiences
If the audience measurement industry wants to remain relevant, it needs to adapt to a changing media landscape for advertisers and digital publishers, writes Richard Skimin.
The year 2020 has seen an acceleration in trends that have created a ‘new normal’ for Australia’s digital media market.
Consumers are now allocating more of their time towards consuming digital news media. According to Nielsen, with four months still remaining for 2020, Australians have spent almost the same amount of time consuming digital new media as they did for the entire year of 2019.
Publishers are also adapting their business model towards direct relationships with consumers, as Australian’s willingness to pay for digital news content increases. These direct relationships allow new levels of engagement with audiences.
