Nielsen (NYSE: NLSN) today announced it will launch its flagship digital advertising measurement solution, Digital Ad Ratings, in the Philippines. The roll out is part of a wide unveiling of the solution 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.
Prior to going live in the Philippines in August, major TV networks and media agencies in the country have subscribed or indicated interest in Digital Ad Ratings.
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 fuelling 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.”
Jennifer Gardner, North American Media Investments and Partnerships Director at Unilever, says: “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 maximize return on investment; and supports agencies in optimizing campaigns in-flight to deliver optimal efficiency and effectiveness.
DIGITAL AD RATINGS OVERVIEW
Coverage: Nine markets globally including Australia, Brazil, Canada, China, France, Germany, Italy, 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 maximise return on investment; and agencies can work with media partners to optimise 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.