The first cross-platform measurement data from The Interactive Advertising Bureau (IAB) and Nielsen panel is due to be live by July 2015.
The first numbers from The IAB and Nielsen panel are trickling out, with the full amount of the pilot panel data expected to be released next week.
Nielsen was announced as the sole provider for The IAB's digital audience measurement services in October after a tender process that lasted six months, with Nielsen said to be well ahead of other parties in the process, namely because of its focus on mobile measurement.
When the panel data is released it will be the first time marketers will be able to see audiences discuss platforms.
With Nielsen, The IAB aims to be able to capture desktop, laptop, smartphone and tablet use under a single measurement system with the new panel also capturing all content including video and audio.
More numbers will be released from the initial trial of the panel next week, however at an Instagram event yesterday, brand development for Instagram Australia, Sophie Blachford, revealed the first numbers to come from the new expansive panel, citing that one in three mobile minutes in Australia is spent on Facebook, Instagram or Whatsapp.
Talks of a pilot panel have been on-going since December last year, when The IAB, Nielsen and seven major Australian publishers were said to be combining to build a mobile measurement panel.
While it is still not clear which publishers are participating in the pilot, at the time it was understood that the board members of the IAB, which include, AIMIA, Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, SBS, Telstra Media Group, TressCox Lawyers and Yahoo!7, would be involved.
At the time, Gai Le Roy, director of research, IAB Australia, told AdNews that around 1,500 people would be randomly recruited to take part in the panel. In which, those involved would download a tracking app, which will pass data back to Nielsen, using its Electronic Mobile Meter, similar to the ones Nielsen operates in the US, Japan and Italy.
Le Roy said the panel would initially measure environmental behaviour (ie what people browse on their mobiles and app behaviour) rather than actions (such as purchases) as "that might limit the amount of people who would want to be on the panel."
Le Roy said that the panel would be opt-in and participants would be able to chose what is tracked. That would still give a higher degree of accuracy than is currently available she said, and pointed out that "you would be surprised what comes up on the [anonymised] desktop panel ... people soon forget [they are being tracked]."
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