Measuring the effectiveness of mobile advertising remains a major challenge. The number of data points give so many options for what marketers measure has blocked the creation of single currencies in the way that GRPs became the TV currency. Here’s how Australia is planning to tackle the challenge.
Interactive Advertising Bureau (IAB) Australia has partnered with seven key publishers to invest in and launch a ‘Mobile Audience Panel Measurement Pilot’.
The Pilot, which has been jointly funded and will be delivered by Nielsen, will publish its first top line market data in Q2 2014.
The pilot panel program will deliver both site and application mobile usage data at a brand level to advertisers.
The panel will be constructed by Nielsen to include a representative sample of Android and iOS smartphone and tablet users tracked using their Electronic Mobile Meter. Device data for tagged sites is already available from Nielsen’s Market Intelligence product.
“Mobile is an important sector and this panel is an important advancement in mobile audience measurement which is currently lacking in the industry. We see this as a first step on the path towards the development of a mobile measurement currency and we are pleased to be working with Nielsen,” said Alice Manners, CEO of IAB Australia.
“The Media Federation of Australia (MFA) supports this IAB initiative and investment as it moves the market closer to establishing audience levels and profiles on this important and growing advertising channel,” commented Sophie Madden, CEO, MFA.
“We are delighted to be investing in this service with the industry,” remarked Monique Perry, Head of Nielsen’s Media Group, and added, “The way the industry has come together to run such a robust and forward thinking project is full credit to the foresight of the IAB. We are proud to be recognised as not only being right-on-brief but bringing the kinds of leadership behaviours that a dynamic industry demands. I firmly believe that this partnership, in one of the world’s most advanced media markets, is producing global best in class deliverables – and that’s great for publishers but it’s also great for advertisers.”
Mobile advertising is experiencing significant growth in the Australian market. According to the recently released PwC Online Advertising Expenditure Report for Q3 2013, mobile now represents 11 per cent of the total online advertising market with an expenditure of AUD 110.7 million. Of this, 58.4 per cent was search and 41.6 per cent was general display and device category shares were relatively equal with smart phones at 51.4 per cent and tablets at 48.6 per cent.
The appointment of Nielsen for the Mobile Audience Panel Measurement Pilot follows a review conducted earlier this year involving vendors with a suitable mobile solution able to meet the Pilot timing requirements. Nielsen has already successfully launched mobile panels in both the US and Japan and has a demonstrated ability to deliver high quality data.