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Media Monday: Nielsen wins IAB tender; The Aus rebrands business section; News Corp columnists catch public transport


Media Monday: Nielsen wins IAB tender; The Aus rebrands business section; News Corp columnists catch public transport


In Australian media news this week: Nielsen wins IAB Australia’s tender for digital audience measurement services; The Australian renames its business section; Yahoo7 to represent ASX; EMMA data for August 2014; and, News Corp’s new consumer marketing campaign.


Nielsen wins IAB Australia Digital Audience Measurement tender

Nielsen has been appointed the sole and exclusive preferred supplier for the provision of digital audience measurement services in Australia, the Interactive Advertising Bureau (IAB) has announced.

Starting on 1 January 2015 for a three year period, the contract will involve, “a comprehensive overhaul of the existing digital audience measurement system, with a number of significant improvements and enhancements around mobile audience measurement and improved reporting capabilities.”

Several major service improvements will be delivered throughout the contract, including:

  • The introduction of smartphone and tablet ratings in Q1 2015,
  • cross-digital ratings for desktops, smartphones and tablets in July 2015,
  • the introduction of daily ratings for digital content – including video – in early 2016, and
  • additional reporting levels and increased network reporting to provide deeper and more granular local reporting and more flexibility across all aspects of reporting.


The announcement brings to a close the IAB’s seven month review process for a digital audience measurement solution to provide robust market data that accurately represents the ever changing digital media landscape. The Media Federation of Australia (MFA) and the Australian Association of National Advertisers (AANA) were involved in and supportive of the process.

The IAB received 23 expressions of interest after announcing the request for proposals in April 2014, and pared the list down to four companies before shortlisting Nielsen and GfK after the contenders presented their proposals to a specialist technical review board in September.


The Australian Business Review launches as the new home for the best in business

The Australian has announced the launch of an expanded business section titled The Australian Business Review, combining content from The Australian’s current business section, The Wall Street Journal, Business Spectator, Eureka Report and The Times (UK).

Positioned as ‘the new home for the best in business’, the section will feature new sections including:

  • Dataroom – the new home of merger and acquisitions and equity capital market news
  • Margin Call – an irreverent daily take on business behind the scenes
  • Exchange – Unrivalled analysis on global capital markets and emerging trends
  • BusinessNow – Australia’s best online markets blog with bite-sized business news and analysis, charts and trends delivered through the trading day


The new section is being refreshed in paper and online, but it’s actually a return to the name it held in the first print edition of the paper (main article image).

To support the launch, NAB has taken out a front page strip, a commentary page strip and the full back page within the new section.

The launch of The Australian Business Review will be supported by a marketing campaign with executions in print, TV, out-of-home, digital, social and PR.

Here’s the TVC:



ASX appoints Yahoo7 as banner sales rep

Yahoo7 has become the exclusive sales representative for banner advertising across the Australian Securities Exchange (ASX) network on both desktop and mobile sites, following a competitive tender process.

Financial services ad network Dianomi will run performance ad units, such as re-engagement links, across ASX desktop pages.

The deal will also see editorial content shared across ASX and Yahoo7 Finance.


EMMA data for August 2014 released

The total audience reports for newspapers again sees Fairfax’s SMH at the top of the pack thanks to its digital audience.

EMMA Aug2014 TAR NPs

Refer to full newspaper, NIM, magazine and total audience reports, and compare previous months’ data here.

Is your bus/train/tram full of News Corp columnists?

News Corp Australia has launched a new consumer marketing campaign for its metro mastheads.

‘Extra Extra’ includes TVCs for The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser, featuring News Corp journalists and columnists from each state on public transport (from each state). As News Corp puts it: “They feature a commuter experiencing each newspaper’s recently launched iPad app, together with some of News Corp Australia’s best journalists and contributors demonstrating how the app experience brings news to life.”

Here’s Sydney’s version:




Peter Roper

Editor of Marketing and Marketing Mag from 2013 to 2017. Tweets as @pete_arrr.

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