MUMBAI: Nielsen 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. Digital is fueling growth in brand advertising, and in markets where Digital Ad Ratings has already been rolled out, like the US and UK, it is transforming the advertising landscape by bringing standardisation and accountability, and helping advertisers and agencies gauge the return on their investment for every dollar they spend online,” said Nielsen EVP of global watch product leadership Megan Clarken.
Unilever North American media investments and partnerships director Jennifer Gardner added, “We look for the best marketing ROI – and the best tools to gauge that. Nielsen Digital Ad Ratings is an exciting resource that brings a more rigorous standard to our online campaigns and consistency in measurement strategy across our portfolio of brands.”
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 maximise return on investment; and supports agencies in optimising campaigns in-flight to deliver optimal efficiency and effectiveness.
