Australia has taken the lead in providing Digital Content Ratings, therefore providing daily reach figures across Desktop, Mobile and Tablets devices. This is a good initiative and supported by Media Futures. It means that the media buyers and sellers have access to same for same daily figures as currently exist for television. The numbers will allow a greater degree of planning effectiveness and allow advertises to specifically target audiences with more certainty. This covers video, text and audio.
Here are some quick facts -
* 19 million Australians consume digital content daily
* Digital video consumption averages over 25 hours per month for adults
IAB Australia and Nielsen have switched on Digital Content Ratings (DCR), providing publishers, agencies and marketers with daily digital audience data for the first time. The move comes after a lengthy period of negotiation between Australian digital publishers and will be at the forefront of a push to secure a larger portion of the advertising budgets of Australian advertisers.
The milestone places Australia once again at the forefront of global digital measurement.
If you have previously been buying on publishers claims, gut feel or hit and miss when participating in the online space then you now have industry recognised data to help in your buying decisions.
Media Futures presents industry articles in the constant quest for improving return on media investment. If your media policy, media strategy, media planning , media buying and media audit have not addressed Digital Content Ratings, then Media Futures recommends you seek out an independent media specialist.