The Interactive Advertising Bureau (IAB) is refusing to endorse secondary crediting for video within Nielsen’s Digital Content Ratings (DCR) product until qualifiers are introduced that meet agreed measurement standards.
Currently, Nielsen counts off-platform video views as soon as a video commences playing, rather than at two seconds, which is the accepted metric. The research firm was expected to introduce time qualifiers to DCR this year, but recently announced it would not do so until February 2019.
IAB Australia has stipulated for someone to be included in video audience reach for a website or app, they must have been qualified as having a minimum viewing time of two seconds in both on and off platform activity. This is in line with the recommendations published by the Media Ratings Council (MRC) Digital Audience-Based Measurement Standards in December 2017.
IAB credits a drive for higher standards for digital video audience measurement as its reason it has chosen not to endorse Nielsen’s DCR product until such standards are met. IAB Australia will only endorse video audience data which excludes Facebook secondary crediting for off-platform video content, but will remain supportive of DCR including secondary crediting for text and static image.
IAB CEO, Gai Le Roy, said while many analytics tools and other audience measurement tools count people from video start, IAB Australia believes this is not robust enough to calculate the audience reach data that is needed for media buyers and advertisers to make accurate decisions.
“Audiences continue to increase their consumption of digital video and advertisers rightly continue to reinvest in this highly effective advertising option, so it is our responsibility to provide the market with the most accurate data possible,” she said.
“The IAB continues to support Digital Content Ratings’ independent third-party measurement for digital audience measurement as it offers world’s best practice for online audience measurement and is more inclusive of both long- and short-form video formats. However, there will be times when we will challenge and choose not to endorse particular metrics within the system. This is one of those times.
“A minimum standard is a necessary starting point and that is why we are insisting on a two second viewing threshold. This matches the minimum standard for video ad viewability. A 30-second qualifier will also be added in for video content viewing in 2019 as a filter for buyers who want to look for audiences with higher engagement.
“As happens with video ad buying, some agencies and clients will set higher bespoke requirements which may depend a number of factors, such as; if they are buying ads within long or short form content or their own research around effectiveness for their own brand/s.”
Many publishers, some of whom had started to track their Facebook video activity on the understanding that qualifiers would be introduced in 2018 by Nielsen, have supported the IAB’s decision.
Seven West Media chief digital officer, Clive Dickens, said the media giant fully supports the DCR metric as the official currency for owned and operated and secondary credited digital audiences and digital content.
“It is critically important that we continue to strive to further improve digital measurement to provide better clarity for our digital clients and stakeholders. Part of this investment must include an industry alignment and MRC accredited definition of the qualifying threshold of actual reach by video, the solution provided by Nielsen does not currently meet those requirements,” he said.
News DNA managing director, Julian Delany, said News Corp Australia has chosen not to implement Facebook video secondary crediting and will not do so until a video qualifier is in place.
“We believe that as an industry we need to be providing advertisers and agencies with the most accurate audience figures that we can and look forward to reliable secondary video measurement as soon as possible.”
Nine Entertainment director of product and audience, Roxanne Hoad, said Nine looks forward to working with Nielsen to align on measurement standards, but until that time it cannot endorse this new metric.
IAB Australia and Nielsen officially launched their DCR scorecard last year, aimed at giving publishers, agencies and marketers daily digital audience data across all devices.
The latest metric followed the launch of a monthly Digital Ratings solution in March 2016, and represented the third piece of a three-step plan aimed at overhauling the way digital content is measured. IAB’s first step in conjunction with Nielsen was to launch a measurement view of Australian mobile and tablet audience data.
Last week, the AANA, IAB and MFA joined forces on a collaboration aimed at improving knowledge around the digital advertising supply chain.
The Australian Digital Advertising Practices were developed via a working team including advertisers, media agencies and publishers, along with subject matter experts, and underwent industry consultation for months before being released this week.
Five key areas are covered in the first instance: Digital transparency, viewability, brand safety, ad fraud and data transparency. Underlying the practices are five principles: Championing the customer experience; educate to inspire change; shared ownership and responsibility; every value chain is unique; and fair value for outcomes delivered.