Britain’s online measurement body has appointed Ipsos, as the new supplier of the UK industry-standard, for online audience measurement from January 2021.
The appointment follows a broad industry consultation and a tender process, undertaken to ensure that media owners, advertisers, and agencies can continue to rely on UKOM endorsed data for audience reporting, and be confident that it is at the forefront of an evolving online marketplace. It’s also a recognition of the company’s survey methodology, which produces audience metrics on PAMCo, RAJAR, Route, IPA TouchPoints and the BARB Establishment Survey.
This means that :
- UKOM endorsed data will recognize the primacy of mobile devices for accessing internet content.
- UKOM data is currently reported monthly and from January 2021 the data will for the first time cover day of week and time of day over a broader range of audience segmentation, beyond simple demographics, providing a substantial increase in the level of detail, frequency, and speed to market of online audience data.
- For the first time, there will exist a capability for UKOM endorsed data to measure the audience of advertising campaigns delivered online.
- In addition to current measurement of UK online audiences to websites and apps across PC, tablet, and smartphone, UKOM will look in the future to endorse measurement for online audiences on smart TVs and the fast-growing area of streamed and downloaded online audio. Future TV and radio cross-media measurement could be facilitated by Ipsos’s MediaCell passive meter technology.
Ian Dowds, UKOM CEO, said: “We recognize a growing desire from publishers, agencies, and marketers for a more joined-up view of online audiences in the UK. What set the Ipsos approach apart was its single-source approach to building, via rigorous establishment survey, a high-quality panel of 10,000 consumers willing to participate in research and install meters on multiple devices. Ipsos’s methodology measures the individual consumer, not separate devices or browsers, making the data straightforward and transparent.”
