Publishers, media agencies and brand advertisers next week will have access to new enhanced cross-device and cross-platform audience data for newspapers, magazines and websites from Roy Morgan Research. The latest data is the culmination of advances in both data collection and processing implemented over the past 12 months.
The enhanced cross device audience data is a key component of Roy Morgan Single Source, the industry standard for planning and buying media. The new data integrates Roy Morgan Research’s solution to a wide range of long-standing industry issues around how to accurately measure and profile unique online audiences across desktop, tablet and mobile. Until now, this was all the more complex as the ratio of devices is different by website and these ratios changes over time.
The new data will transform how publishers, advertisers and media agencies understand and measure online behaviour. Underpinning the data is ‘gold standard’ research, using a probabilistic sample recruited face-to-face – simply the only way to produce results that can be reliably projected to the total population. This research is supplemented by machine based online data collected via software, as well as data collected from digital pixels placed on websites. This approach now captures online media visitation across all platforms, operating systems and devices to generate the most accurate and comprehensive view of online behaviour in Australia.
Bauer Media Australia has been the first publisher to fully implement Roy Morgan’s total online solution by adding pixels to all of their digital assets. This enables Bauer to not only benefit from the most accurate, cross-device audience numbers available in the market, but to be the first publisher to deliver the results to media agencies for its entire inventory, however small.
Roy Morgan is rolling out this new technology over the coming months so that all media owners and brand advertisers can benefit from the new system.
Nick Chan, Former COO of Seven West Media, says:
“I applaud Roy Morgan for its investment in the digital media industry and the desire to create the most accurate and actionable audience measurement data. Roy Morgan’s new audience measurement platform will offer advertisers the deepest understanding yet of inventory and advertising opportunities.”
Michele Levine, CEO, Roy Morgan Research, says:
“For the first time we can reliably measure the overlap between mobile and broadband audiences and see websites and inventory that were previously too small to get picked up. The media industry is now able to establish accurate cross-device audience metrics and analyse these against brand advertiser targets and products.”
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Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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