More Innovations To Come As EMMA Turns One

More Innovations To Come As EMMA Turns One
SHARE
THIS



The Readership Works general manager Mal Dale said EMMA (Enhanced Media Metrics Australia) would soon launch another series of innovations.

The cross-platform audience insights survey turns one today.

Last month, EMMA released a raft of product enhancements as part of its innovation roadmap for the rest of this year, including a new geo-targeting tool and additional product and category data. This follows the launch of the EMMA engagement metric in June, the world’s largest and most comprehensive study of print engagement.

Dale said more innovations would launch throughout the year, cementing EMMA’s position in the market as the pre-eminent audience measurement survey.

“EMMA’s world-class and robust methodology has demonstrated that newspaper media brands deliver large and engaged audiences and today we have year on year data available for the first time that validates this audience growth: total national, metropolitan and larger regional newspaper media now reaches 14.5 million people per month, up from 14.3 million this time last year,” Dale said.

Mal Dale

Mal Dale

 

“While print is down 4% overall, an 11% increase in digital audiences shows the community maintains a voracious appetite for our mastheads’ journalism and commercial content.

“We will continue to collaborate with the industry as part of our commitment to continuous innovation. We have been impressed by the ongoing and valuable contribution from the MFA and a number of individual agencies in facilitating further enhancements to the survey, which we plan to make public in the near future.

“We are extremely pleased with the market reaction to emma and continue to work closely with the industry to ensure that emma meets and exceeds market needs.”

Ipsos MediaCT managing director Simon Wake said: “Industry transition is well under way and we have been impressed by the ongoing and valuable contribution from our clients in both proposing and facilitating further enhancements to the survey. And it’s not just media agencies. We’ve also had considerable interest from a number of advertisers and advertiser sectors that are actively trialling the EMMA data and providing input into the development of the emma questionnaire.

“We look forward to working with our clients in year two and beyond to help navigate the changing media landscape.”

EMMA innovations to date include:

  • The EMMA data has now been fused into RDA Research’s geoTribes Explorer database enabling the provision of audience profiles at the local area level
  • The EMMA survey will now contain even more comprehensive usage and purchase information for key brands within product categories such as travel, airlines, automotive, sport, quick service restaurants, food and health
  • Purchase information based on the Household Expenditure Survey conducted by the Australian Bureau of Statistics has been incorporated into the emma database. This information includes household expenditure data across an initial 34 product categories, with additional categories being added over coming months
  • The EMMA survey is now fused with The Health Care and Insurance Australia survey, which provides information on health insurance among Australians
  • The Ipsos Food and Health Report, which is an annual survey of 3,000 Australians, is fused with EMMA. The study provides information on the changing mindset, preferences and behaviour of consumers in relation to food and healthy eating
  • The EMMA Engagement metric is designed to demonstrate a reader’s unique relationship with printed newspapers and magazines, measuring 189 publications, including newspapers, magazines and newspaper inserted magazines. EMMA has undertaken the world’s largest and most comprehensive study of print engagement with more than 20,000 respondents, drawn from the EMMA audience insights survey, asked about their relationship with publications
  • The fusion of Nielsen Online Ratings data with the EMMA survey
  • Australia’s largest database of regional and community newspaper readership
  • Readership data on individual branded sections of newspapers
  • The inclusion of geo-demographic customer segmentation tools
  • New contemporary segmentation of the Australian population with 10 new consumer segments identified
  • Monthly release of a rolling 12 month database
  • Independently audited
  • Built in collaboration with the Media Federation of Australia and Magazine Publishers Australia

EMMA has been developed by independent research company Ipsos MediaCT, the global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in over 40 countries including the UK, Italy and France.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]