Adobe have started releasing their new audience metrics for Digital Publishing Suite. While the reporting tools are obviously for their own software, the methodologies move us closer to industry standards in measuring digital audiences as part of the Digital Edition Standardisation Initiative (DESI).
Big publishers and media companies are the main users for DPS enterprise software, optimising and reporting for media agencies and ultimately, advertisers.
So if you've produced an iPad edition of your publication Zoonooz, you can get closer to showing how many readers their are, how many times they've opened the app, how long they've spent on the app, and then a breakdown per reader.
It may sound kind of simple but it's the standardisation race that's the most important thing to watch as media companies tend to massage audience figures to try and keep their dying print magazine titles afloat in the tablet promised land.
Comscore launched it's Media Metrix multi platform product in March this year. Nielsen came out the following month with their online campaign ratings solution.
There are various marketing materials and videos you can watch to see all the reporting tools and swizzy dashboards but I think the methodology document is a good place to start so you can understand how the audiences and measures are being defined before you watch yet another data visualization of people consuming data at different times of the day using multiple devices-yes we get it.
I think it's a lot better if you can put on an advertiser hat and think "I'm a bank and I want to launch my new home loan product to first home buyers. What digital media products should I be advertising on for our tablet customers? Do our customers read Zoonooz? Should we run some ads in there? How do we know who is reading and what they're reading?"
Once you have the information that you need to see you then need to compare across other publications. How do they measure their audiences? There's still a long way to go if we want a full view of individual customers (social data anyone?) but locking in the core digital audience borders and definitions is the best place to start.
Here is the description of 4 Standard Audience Metrics on DPS Baseline Analytics (beta) portal:
Shows total “unique” readers that are entitled to the folio, have downloaded the folio and opened it at least once.
Shows total sessions i.e. visits by readers that are entitled to the folio, have downloaded the folio and opened it at least once.
Accumulated Time Spent Per Reader
Shows average time spent in the folio per reader that is entitled to the folio, has downloaded the folio and opened it at least once.
Accumulated Sessions Per Reader
Shows average sessions per reader that is entitled to the folio, has downloaded the folio and opened it at least once.