Narratiive and IAB SA Digital Industry Survey Goes Live

Johannesburg, March 15, 2016 – After almost 6 months of planning, Narratiive (EM) and IAB SA are pleased to announce the launch of the new Digital Industry Survey. The survey is widely used by publishers, agencies, and brands, and provides insights into demographic and psychographic attributes of publisher’s digital audience and how to reach them.

The collection of this new survey data went live on November 1st, 2015, so EM now has 4 months of data, which will be released into the EM Dashboard on March 14th 2016. This development includes improvement of data quality, improvements to survey methodology, and increased representation of South Africa market trends.

The most exciting development is the inclusion of LSM (Living Standards Measure), the most widely used marketing research tool in South Africa. Not all 29 variables can be collected on a digital survey so a “Lite LSM” was used. Developed by Neil Higgs from TNS, this version uses 13 of the 29 variables.

IAB SA and Narratiive have also licensed the e-Clination Score (ECS) from Echo and this segmentation is now included on the questionnaire. Given that “The Digital Divide” is a fact of life in SA society, Echo developed a measure of technology and the connected lifestyle adoption called the e-Clination score. Like LSM measures what’s in homes, the ECS measures individuals inclination to access and use technology and the “connected or digital” lifestyle. The declination Score and LCM measure are currently in beta testing and will be released to the industry toward the end of March, 2016.

“The Digital Industry Survey forms a fundamental part of the value that the IAB SA and Narratiive offers to the market,” said Ryan Harris, Head of Measurement IAB SA. “With over 300,000 active respondents seen across mobile devices and PCs each month, it is one of the largest surveys run in South Africa. Improvements such as these have a powerful effect on the industry as a whole and will help grow the entire digital industry”, Harris added.

After a long process involving a council to represent the industry, the survey content was approved by the IAB Publisher Council and shared with key representatives in the industry prior to it going live in November. The release of the data was reviewed and approved by data scientists at Narratiive and the above council. The next step is to ensure the integration of the Narratiive data in Telmar is modified to reflect the new information.

“The new survey and inclusion of LSM and ECS is likely the most impactful development that has happened in digital for several years,” says Nicolle Harding, Country Manager Narratiive South Africa. “The value it will offer marketers will be felt for years to come as the research ecosystem in South Africa changes. Digital is innovating in anticipation of these developments,” Harding added.

For more information on updates to the Digital Industry Survey, read the FAQ. For media interviews or more information please contact Nicolle Harding at


About Narratiive

Narratiive is a leading provider of digital audience, brand and advertising effectiveness measurement and targeting solutions, bringing best practice online measurement data to premium publishers, agencies, networks, advertisers and researchers. The EM solutions offer brands, media and agencies invested in Oceania, Europe, Southeast Asia, Middle East North Africa and South Africa, a clear insight into their online audience and the ever-growing Internet population.

About IAB South Africa

The Interactive Advertising Bureau (IAB) South Africa, formerly the DMMA, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry in South Africa. The IAB South Africa represents the digital industry across all sectors including the media, the marketing community, government and the public, and also acts as the channel through which international bodies can enter the South African digital market. The IAB South Africa currently represents over 200 members including online publishers, creative, media and digital agencies, brands and educators between them accounting for more than 33 million local unique browsers and over 1 billion page impressions. The IAB South Africa strives to provide members with a platform through which they can engage, interact and address digital issues of common interest, thereby stimulating learning and commerce within the South African digital space. To find out more about the IAB South Africa, visit its website, Like its Facebook page and follow @iab_sa on Twitter.