TORONTO – Saying there is an obvious need for a digital audience measurement system in Canada, Ipsos Research and Vividata announced Thursday they will launch a mobile-focused ad measurement system next year called Ipsos iris
With half of all internet traffic now coming from mobile devices and with 57% of advertising being invested online, measuring mobile is a key missing piece of the puzzle, says the press release from the companies.
Ipsos iris is a “mobile-first, cross-device and cross-media capable service with a single source, high quality nationally representative research panel of 4,000 participants,” explains the announcement. “Ipsos iris sets a new standard in online measurement and will provide world class, daily and monthly, currency-grade digital audience metrics for the Canadian media and advertising community.”
The media planning and consumer insights study from Vividata (the Survey of the Canadian Consumer) will form the establishment study driving Ipsos iris and allows data integration combining online and offline consumer and media behaviour, reads the press release. Ipsos’ global expertise in audience measurement will make sure panel recruitment, management and site-centric measurement are seamless.
The Ipsos iris research panel is expected to begin recruitment in Q3 with full-scale digital audience measurement ready for Q2 2021.
“Launching Ipsos iris in Canada is a major step forward in the digital measurement transformation of Vividata,” says Pat Pellegrini, president and CEO. “It will fuel the development of new measurement initiatives, allow the growing and complex digital ecosystem to have greater transparency, and enable cross-media measurement for publishers, agencies and marketers who have long desired a holistic, complete view of online and offline audiences.”
