The $4.4 billion online advertising sector is predicted to “soar” in 2015 after Australia’s peak digital advertising body, the IAB, sanctioned Nielsen to launch a digital audience measurement system which will for the first time track users across desktop and mobile devices, and include mobile apps and digital video use.
Online advertising outmuscled the TV ad market in the 12 months to June, growing 22 per cent to $4.4 billion, although nearly half that figure is estimated to be from Google’s control of the local paid search sector.
IAB chief executive Alice Manners said the new audience “currency” would spark higher growth rates in the Australian online ad market.
The CEO of the US IAB, Randall Rothenberg, said Australia was now a world leader in online audience measurement but difficulties in identifying “unduplicated” audiences across various online platforms and devices had created some reservations among advertisers about “wastage”.
The new system, to be launched early next year, would address those concerns, Ms Manners said.
“I see growth soaring, with publishers able to report on their complete audience across all digital platforms and agencies being able to better understand how audiences are moving across these platforms,” she said.
The Nielsen contract is for three years. Ms Manners said 2016 would see the “single biggest change in Australian audience measurement history” with the release of overnight audience data for websites and online video content, dubbed Digital Ratings.
The IAB’s technical review committee, chaired by radio and TV ratings veteran Ian Muir, took seven months to choose a winner from 23 submissions.
By Paul McIntyre