Nielsen will retain its position as sole and exclusive preferred supplier of digital audience measurement for IAB Australia after a seven month review process.
The IAB’s announcement this morning will see Nielsen take on a new three-year contract, beginning January 1, 2015, that will overhaul the existing measurement system including numerous improvements on mobile audience measurement, which was a key focus of the tender criteria.
IAB Australia CEO Alice Manners said the bureau was thrilled with the appointment, which “firmly places Australia at the forefront of digital audience measurement globally and will help IAB ensure our industry remains transparent and healthy in years to come”.
Nielsen headed off GFK in the final shortlist for the tender, with Roy Morgan and Comscore eliminated in the previous round, out of a total of 23 expressions of interest received by the IAB.
The new contract will include the introduction of smartphone and tablet ratings in Q1 2015, daily ratings for digital content including video in early 2016, and increased network reporting to provide “deeper and more granular” local reporting and greater reporting flexibility overall.
“The entire team here at Nielsen fought hard for this,” head of Nielsen’s Media Industry Group in Australia Monique Perry said.
“We are committed to innovative product development, have a passionate client service team and strong technical support. We are ecstatic to be chosen.”
President and CEO of IAB in the US, Randall Rothenberg, said: “Australia continues to be a leader in digital audience measurement. Now with this latest step, Australia builds on the strength of its early introduction of hybrid methodology combining large data sets and media quality panels.
“We look forward to watching further developments over the coming three years.”
The tender process was overseen by TressCox lawyers and supported by The Media Federation of Australia and the Australian Association of National Advertisers.
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