Ian DowdsIan Dowds CEO, UKOM

In January this year, UKOM appointed a new research supplier from 2021 and we outlined how we will continue to build UKOM into a 21st century audience measurement currency. The response from the UK industry has been overwhelmingly positive and we look forward to working with all stakeholders to ensure that Ipsos delivers the best possible solution.

In making the announcement, we drew attention to five key aspects of our new contract with Ipsos, which I repeat here because they neatly summarise what my team and I will be focusing on over the next year.

• The UKOM panel will be single-source, and 10,000-strong. A single-source multi-device panel is a new development for UKOM and a fundamental part of our offer going forwards. 

• UKOM endorsed data from within the Ipsos measurement system will recognise the primacy of mobile devices for accessing Internet content.

• UKOM data is currently reported monthly but from January 2021 the data will cover day of week and time of day over a broader range of audience segments. UKOM subscribers can look forward to substantial increases in the granularity, frequency and speed to market of online audience data.

• From 2021, UKOM endorsed data will be capable of measuring the audience of advertising campaigns delivered online. Our recent industry consultation showed that this will mark an important development for the industry.  

• UKOM currently endorses measurement of UK online audiences to websites and apps across PC, tablet and smartphone. In the future we will look to endorse measurement for online audiences of the fast-growing area of streamed and downloaded online audio along with online content consumed on smart TVs

How will we ensure that we deliver on these commitments? We have three boards within UKOM including the main executive board, as well as commercial and technical boards, each with representatives from IAB, AOP, ISBA and IPA. These have been in place since UKOM’s birth over ten years ago and will continue to protect and represent the interests of our stakeholders. The appointment of Ipsos means that our boards can be even more proactive in their pursuit of an online audience measurement solution fit for the future.

Ipsos has a large UK and international team. Its expertise is based on broad and deep experience of existing UK JICs. Ipsos also run Compass for the BBC, focussing on understanding audience behaviour across all BBC platforms. The Compass panel will form part of the foundation of Ipsos’ new UKOM proposition.

My vision as UKOM CEO is to make the most of all that expertise, working with Ipsos on the design, implementation and execution of an online audience measurement solution that holds marketers, agencies and publishers together. Our stakeholders believe that one commonly accepted and impartial source of online audience and advertising measurement is preferable to multiple sources. We are already working closely with PAMCo to measure published media across platforms and the future will inevitably bring opportunities for even broader collaboration. UKOM is ready to help whenever and wherever necessary.

Thanks for reading and for all your support. I plan to publish regular blogs in this new section of our website, sharing insights and updates as Ipsos brings to life its exciting solution towards a 2021 launch date. More soon.