I went to the TV

I went to ABC Q & A #qanda to hear Treasurer Joe Hockey present his Intergenerational Report in a special show. I got in the front row which I thought may have been sign of my amazing attractiveness for TV but the producer lady then said she saw me limping and didn’t want me to have to go up steps so now both my leg and my dreams are crushed. 

There was a man playing Johnny Cash songs on a harp which was pretty excellent and some ABC cuts austerity snacks which included: 

1. water

2. Minties

3. Mentos (the coloured fruity ones which should be called Fruitos IMO)

Quite a lot of security to get into the studio which is understandable after deranged Monis did some hostage taking outside Channel 7—wavey wands and bag searches and all that. Then the Executive Producer Peter McEvoy did a Meerkat stream of the audience so you can’t accuse ABC of not being early adopters. Thrifty on snacks, yes but behind the times they were not. 

sneaky photo: an Intergenerational Report special. Joining Tony Jones is Treasurer Joe Hockey; Shadow Treasurer Chris Bowen; ACOSS CEO Cassandra Goldie; CEO of Australian Chamber of Commerce Kate Carnell & public policy expert John Dale 

The floor manager lady then tells everyone to turn their devices off like being on a plane except this time, it’s actually for real that it interferes with transmission. I took a quick photo before the lock down and this was very difficult for my feelings because seeing screens in the studio with live tweet stats and not being able to tweet created FOMO even though I was not missing out and actually there for real \_(ツ)_/¯

The cameraman has photos of the panel people stuck to his camera which is clever isn't it?
Trying to explain tax policy, superannuation, housing affordability, education and employment and pretty much life and the universe for the next three generations was a bit hard work on a panel discussion so you might need to read the report and study five years of postgraduate economics and do some industry workshops and then you’ll probably still have no idea. Running a country is hard. 

Speaking of reading reports, Nielsen put out another one of theirs and Q & A came out in the top most tweeted shows at number five (excluding sport). No surprises that that Superbowl took out the top sport number for Australia which provides me with an opportunity to use this Left Shark gif

left shark forever

The new stats which show unique authors and tweet numbers are quite handy and show the live audience numbers. I know that everyone loves to destroy any form of social media audience number but it’s a start and if there’s one thing we can learn from Left Shark, the budget audience metrics and my limpy leg, you don’t have to have it perfect to go-live. 

Watch the full show on abc iView --AU only 

Nielsen finds 35 million eyeballs and Tony Abbott refinds a plane

Australia is good at finding things this week. Prime Minister Tony Abbott has re-found the missing Malaysian airlines plane for about the third time and Nielsen have found an additional 2 million internet users. Hooray.

How do you find 2 millions online users?

You change the methodology. It’s all part of a move from publishers and advertisers to guarantee audiences and make sure that your ads aren’t being served to a billboard in the middle of the Sahara with nobody watching.

Mobile and real-time are the tricky things to measure and Nielsen are claiming their future proofing will result in greater accuracy for daily audience numbers and mobile audiences. A mobile and tablet panel is part of the solution with the IAB (which you thought they would have already had wouldn’t you?) but you know, big giants move slow I suppose. 

Why now?

Well the tender is up for the IAB Australia contract-aha!-so Nielsen are battling it out with ComScore to be the measurement standard and thus the currency for ad buying and selling. It’s like DogeCoin but for ads. 

So the new Australian online audience number is [drumroll] 17.5M -you might see a jump in total audience size across media but it shouldn’t affect the reach numbers. 


What metrics do I use to measure tablet audiences?

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:

Accumulated Readers
Shows total “unique” readers that are entitled to the folio, have downloaded the folio and opened it at least once.

Accumulated Sessions
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.