Newsworks’ research and insight director speaks about how to get the most from UKOM and Ipsos Iris industry audience data
Turner explores the depth of insight and extra value that can be gained from a comprehensive approach to tagging in Ipsos Iris, the new UKOM-endorsed industry standard for UK online audience measurement.
She is joined by UKOM CEO Ian Dowds, Ipsos director of audience measurement Tasneem Ali and independent consultant for the PPA, Amanda Wigginton.
Turner stresses the importance of planning and preparation when it comes to tagging at the more granular category level. “From a news brand perspective, there’s so much variety of content”, she says.
“News is not just hard news; news is lifestyle, it’s inspiration, it’s gardening, it’s how to bake the best cake. If we want to represent the best of what news brands can offer, then we need to do that planning and preparation.”
That planning and preparation is an ongoing process, Turner adds, but the value is clear: “Making sure that we are making the best possible use of the content and really putting those right numbers out there can only benefit the publishers.”
For Wigginton, the best use of that content is through understanding what each individual publisher wants to take out from the data. “What publishers are now working towards and focussing on is…use cases”, she says.
The primary use case currently has been for sales, she explains, whether that is for reach, engagement, or proving value to a market or passion area. However, other use cases might include content monetisation, audience development or product development. “Starting from what you want to achieve…informs how you need to tag.”
The panel goes on to discuss the myth of modern audiences’ short attention spans when it comes to quality media, the flexibility of Ipsos Iris as a tool to be used for a variety of different use cases and more.
Watch the full webinar here.