Narratiive and IAB SA to update Digital Industry Survey

Johannesburg, October 29, 2015 – As the digital landscape is always evolving, it’s important that measurement matches this environment. The IAB SA and Narratiive have decided to update the Digital Industry Survey, to ensure it is consistent with the current South Africa digital environment. The Digital Industry Survey is widely used by publishers, agencies and brands and provides insights into demographic and psychographic attributes of publishers digital audiences and how to reach them.

The new survey is scheduled to go live on November 1st, 2015 and updates include improvement of data quality, increased representation of South Africa market trends and changes, improved survey methodology and Page Views changing to Unique Browsers. IAB SA and Narratiive have licensed the e-Clination Score (ECS) from Echo and this segmentation is now included on the questionnaire.

“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 270,000 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 sub-council to represent the industry, the final approval of survey content was processed by the IAB Publisher Council and shared with key representatives in the industry. Both EM and IAB SA will ensure that the information provided to the industry is correct and of value to the market.

“This new survey affords Narratiive and IAB SA a solid foundation to build out improve digital industry research,” says Nicolle Harding, Country Manager Narratiive South Africa. “We are extremely proud and excited to be able to offer the media and marketing industry information of this caliber to benefit both the online and offline stakeholder will value,” 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 or IAB SA please contact Gia Costella at Lion’s Wing on


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.