Cross Platform Audience Measurement

12:13 PM, 6 November 2014

As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement to accurately track audience and quantify the value of cross-screen audiences. The good news is that cross-platform audience measurement appears to at last be gaining traction internationally.

In the US, Adobe and Nielsen have announced a strategic partnership to build and support a cross-platform system for measuring online TV, video and other digital content across the internet and mobile apps. The partnership aims to provide analytics tied with ratings which will benefit advertisers, media companies, and consumers.

The collaboration integrates Nielsen's digital audience measurement products with Adobe Analytics and Adobe Primetime, digital analytics and online TV delivery platforms. The companies will jointly market Nielsen's digital content ratings, powered by Adobe, which will deliver attribution, analytics and currency-grade content metrics allowing media buyers to make smarter purchases.

Meanwhile in Australia, the IAB issues a preferred supplier contract for digital audience measurement. IABNZ have been unwilling to do so. Recently Nielsen retained the IAB Australia digital measurement contract following a tender process.

Starting January 2015 for a three year period, the contract will see a comprehensive overhaul of the existing digital audience measurement system, and move towards cross platform measurement capabilities.The IAB and Nielsen will bring in smartphone and tablet ratings in Q1 2015; cross-digital ratings for desktops, smartphones and tablets in July 2015 and daily ratings for digital content – including video – in early 2016.

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