The main advertisers and media associations in Spain are aiming to create a reference multi-platform measurement system to monitor the country’s digital audiences.
IAB Spain, the Asociación para la Ingestigación de Medios de Comunicación (AIMC) and the Asociación Española de Anunciantes (AEA) have called for bids to create an online, digital audience measurement system that can be used as a reference by any media and advertising player.
The awarded company will have to measure users, consumption time, views, traffic source and unique visitors across digital audio and video services as well as websites with embedded audio and video. They will also have to consider traffic from computers, tablets, smartphones and smart TVs.
As for video, the system will measure live streaming and video-on-demand (VOD) consumption, differentiating between VOD platforms and catch-up, as well as video distributed through social media.
The full details of the tender process are available online, on the IAB Spain website.
Currently, there is no unique measurement system for VOD and streaming consumption in the country, and even the telecom authority has just started to publish figures about over-the-top (OTT) players.