Nielsen launches combined mobile and desktop audience numbers and reveal audiences for social sites including Twitter and Snapchat
Digital industry body IAB and Nielsen have launched Australia’s new digital audience measurement currency, fusing together audiences across desktop and mobile devices for the first time.
The new Digital Ratings (Monthly) replaces the Nielsen Online Ratings which measures the most popular news sites in the country, but also provide an insight into the audience size of services like Twitter and Snapchat.
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It aims to give the market a first look at Australia’s total digital audience, de-duplicated, across PC, smartphone and tablet for both web browsers and apps.
This is just another death nail in TV
Still confused as to why monthly users is still considered a relevant metric. Outrageous that it’s 2016 and this continues to be wheeled out as meaningful.
Mr McClelland, that ranking result was out of your control. Please, lets not get over excited here… The Guardian only made it to the top 5 because the Daily Mail lost the support of the ninemsn homepage at the very beginning of February.
“The ranking is a testament to our investment in editorial” Why not attributed to the Easter bunny ?
Soz.
Sorry if this is a stupid post and i have note read it correctly….but are we really using a panel of just 2,000 mobile users and 750 tablet users to publish an unduplicated monthly audience across screens?
Am I right in saying that is what the panel sizes are…or have i missed something? I certainly hope i have it wrong!!
HelloKitty; That could well be a contributing factor and I didn’t say investment in editorial was the *sole* reason for our current ranking. But we’ve grown considerably and consistently and we’d not be able to do that without continued investment in quality, independent editorial. That’s what Australians return regularly for.
Ben S – Digital Ratings (Monthly) is the second of the three-stage plan to transition to a daily, cross-device audience measurement system expected to be launched in mid-2016.
… And what would a Daily Mail top 5 position be down too, cos it certainly wouldn’t be an investment in editorial, maybe an ability to cut n paste?
This is a great leap forward by Nielsen, and guided by the IAB.
re: Ben S – this is stage 2 / 3 (what comment #6 said) – monthly users is no more/less useful as daily UBs to your client’s website or campaign reach from adserver of X million. It is all stepping stones towards all people, all devices, daily (which no market in the world has yet).
Far from “outrageous” – monthly audience is important for mid-to-small size or category specific publishers that are organised around verticals, specific content, niches, etc. It’s not all about daily audience on facebook and portals. Used combined with total time per person, monthly audience is incredibly useful (single visits per month that last an hour are quite compelling for many publishers or marketers).
I would also argue daily metrics aren’t useful for a large part of the marketing world.
Still doesn’t include traffic using the Facebook in-app browser. That will start to see the Nielsen numbers getting close to reality.
Some valid points here. Would like to see this however drill down to reach all publishers. Not seeing large desktop players being recognised across mobile devices if they are on Youtube. This seems to be a large flaw and is only benefitting Youtube not the market.
If the plan is to roll the next phase out to measure in app for publishers on hosted platforms then it has much more value.
@ Ben S. You know where to contact me if you want to chew the fat.
As others have posted, this is the next stepping stone to daily ratings. Daily data will be important for news publications, but as Sam G explains it is less relevant to publications and sites with less day-to-day content changes, and to marketers with longer repeat purchase cycles (though Sam, I’d rather accumulate the days together than try to accurately estimate daily data from a monthly number!).
And as for Smiffy … I’ll let you off just this once.