SINGAPORE – JULY 14, 2015 – Nielsen today announced it will launch its flagship digital advertising measurement solution, Digital Ad Ratings, in seven markets across Asia and Latin America over the coming months, in a move that will advance digital advertising accountability in the regions. The seven markets include Singapore, Japan and Indonesia, which are now commercially available, in addition to Philippines, Thailand, Malaysia, and Mexico, bringing the total to 16 markets globally.
Currently available in twelve markets, Digital Ad Ratings provides the media industry with a highly accurate method of measuring online advertising audiences, delivering reach, frequency and gross rating point (GRP) metrics as well as demographics such as age and gender to determine the effectiveness of digital advertising campaigns. The solution uses a patented process combining Nielsen’s online data with aggregated, anonymous demographic information from third-party data providers.
“Nielsen Digital Ad Ratings is a true industry game-changer,” said Megan Clarken, EVP of Global Watch Product Leadership at Nielsen. “Digital is fueling growth in brand advertising, and in markets where Digital Ad Ratings has already been rolled out, like the U.S. and UK, it is transforming the advertising landscape by bringing standardization and accountability, and helping advertisers and agencies gauge the return on their investment for every dollar they spend online.”
Gautam Dutt, Head of Digital at Havas Media Singapore said, “Advertisers constantly seek the best measurement tool and maximum return on their digital advertising investment. With Nielsen Digital Ad Ratings, we can optimise campaigns to maximise reach based on demographic parameters. It will also enable us to compare performances across various media through a metric that is well established for traditional media, leading to better media mix and budget allocation decisions.”
Digital Ad Ratings has been established as the industry-standard in digital advertising measurement. Currently, in markets where Digital Ad Ratings is not available, advertisers and agencies wanting to track the reach of their digital campaigns use metrics such as click-through rates, conversion rates and cost per video views, all of which lack the people metric. Powered by the world’s largest user database, Digital Ad Ratings enables publishers to more effectively convey their ability to deliver advertising messages to audiences, helping advertisers to ensure their brand messages reach the right people to maximize return on investment; and supports agencies in optimizing campaigns in-flight to deliver optimal efficiency and effectiveness.
“Komli Media recognises the importance of accurate audience targeting and the impact on campaign effectiveness, therefore we are continuously looking for credible technology partners to validate our performance. With Nielsen Digital Ad Ratings integration, we are able to offer the most robust demographic data in market, to deliver effective on-target campaigns to our clients,” said Damien Lavin, Vice President, SouthEast Asia, Australia and New Zealand at Komli Media.
DIGITAL AD RATINGS OVERVIEW
Coverage: Twelve markets globally, including Australia, Brazil, Canada, China, France, Germany, Indonesia, Italy, Japan, Singapore, United Kingdom and the United States.
Who uses it: Publishers prove their ability to deliver advertising messages; advertisers ensure that their brand messages reach the right people to maximize return on investment; and agencies can work with media partners to optimize in-flight in order to ensure campaign efficiency.
Who’s using it: Clients include major multinational advertisers such as Unilever and Mondelez International.
How it works: Campaigns are tagged to enable metrics to be measured for the duration of the campaign execution. Impressions are collected and paired with demographic information using third-party consumer data sets, and then calibrated using Nielsen’s panel for a final audience measurement. Metrics are then reported daily by publisher, platform and demographic.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.