Ipsos named as UKOM research supplier from 2021
08 Janvier 2020 - 06:43PM
Ipsos named as UKOM research supplier from 2021
Paris, January 8th, 2020 – Online audience
measurement body UKOM (UK Online Measurement Ltd.) 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 means that:
- UKOM endorsed data will recognise 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 granularity,
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 MediaCell passive meter technology.
Ipsos are recognised as a leader in providing
advanced market research expertise across the media industry.
They have developed and deliver the survey methodology that
produces key audience metrics on PAMCo, RAJAR, Route, IPA
TouchPoints and the BARB Establishment Survey. Ipsos also run
Compass for the BBC, focussing on understanding audience behaviour
across all BBC platforms (including TV, radio and online). The
Compass panel will form part of the foundation of the new
service.
Ian Dowds, UKOM CEO, said: “We
recognise 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.”
Liz Landy, Global Head of Audience
Measurement at Ipsos, said: “We are very excited to have
the opportunity to work with the industry to build a measurement
system that sets the global benchmark for understanding online
audience behaviour, both now and in the future. The UK is the
largest online advertising market in Europe and we are thrilled to
be able to deliver an approach that reflects this.”
Dominic Carter, Group Chief Commercial
Officer at News UK, said: “With the UK on track to be the
first market in the world to exceed 70% of total spend via digital
media, Ipsos’s appointment is a positive step forwards towards
measurement of this tremendously complex area.”
Contact: Cecilia de PierrebourgGlobal
Communications and Brand DirectorCecilia.dePierrebourg@Ipsos.com
+331 41989757
ABOUT IPSOS
Ipsos is the third largest market research company in the world,
present in 90 markets and employing more than 18,000 people.Our
passionately curious research professionals, analysts and
scientists have built unique multi-specialist capabilities that
provide true understanding and powerful insights into the actions,
opinions and motivations of citizens, consumers, patients,
customers or employees. Our 75 business solutions are based on
primary data coming from our surveys, social media monitoring, and
qualitative or observational techniques.
“Game Changers” –our tagline –summarises our ambition to help
our 5,000 clients navigate with confidence our world of rapid
change.
Founded in France in 1975, Ipsos is listed on
the Euronext Paris since July 1st, 1999. The company is part of the
SBF 120 and the Mid-60 index and is eligible for the Deferred
Settlement Service (SRD).ISIN code FR0000073298, Reuters ISOS.PA,
Bloomberg IPS:FP www.ipsos.com.
ABOUT UKOM
The UK publishing and advertising industries partnered to form
UK Online Measurement in 2009. It is owned equally by the UK’s
Internet Advertising Bureau, the Association of Online Publishers
and the Incorporated Society of British Advertisers. The Institute
of Practitioners in Advertising also advises the UKOM board.UKOM’s
Commercial and Technical Boards ensure product relevance, fair
pricing and methodological compliance to a standard that warrants
industry endorsement. UKOM supports ongoing industry initiatives to
improve the efficacy of and trust in UK advertising.