Measureing People more than things

The most elusive and valuable of all media measurement is an independent, reliable understanding of the people who consumed a piece of content – whether it be video, audio or text.

There are a host of amazing analytics technologies and platforms that help publishers, media planners and advertisers measure the number of devices that view their content. However, the ability to provide an accurate view of how many actual people those viewing and readership metrics represent – is rare.

This is an important distinction. According to PWC and IAB Australia, $4.6 billion of advertiser budgets were invested in the digital space in 2014 – an increase of 16%. Mobile ad expenditure alone represented $762 million of this, up by 118% on the previous year.http://www.nielsen.com/au/en/insights/news/2015/measuring-devices-is-no-substitute-for-measuring-people.html