Nielsen (NYSE: NLSN) today announced the launch of Digital Ad Ratings in Taiwan, further expanding the solution’s global footprint to provide a total view of ad campaign audiences across computer and mobile devices. Since its commercial release in 2011, Digital Ad Ratings has become the global industry standard for independent ad campaign measurement in more than 20 countries.*
Digital Ad Ratings measures the demographics, unique audience, reach, frequency and gross rating points (GRPs) for an ad campaign’s full digital audience across computers, tablets and smartphones in a way comparable to TV, enabling advertisers, media agencies and publishers to maximize their advertising reach across digital platforms.
“In addition to our current TV audience measurement service, our clients also depend on us to provide quality measurement that not only meets their respective needs but does so in a way that drives value and provides the most comprehensive understanding of their audience and campaign effectiveness across platforms,” said Toni Petra, Head of International Watch, Nielsen.
In Taiwan’s heavily mobile market, it’s imperative that measurement reflects market needs—understanding the unduplicated reach across computers and mobile devices. With Digital Ad Ratings, marketers will be able to better plan and measure their audiences with like-for-like reach and frequency metrics across screens and have a deeper understanding of the connection between online and mobile separately and together.
“Nielsen has already launched Digital Ad Ratings in several countries. Key capabilities include big data integration, cross-screen measurement, real-time feedback, and unduplicated reach. We are so glad Nielsen has expanded its Digital Ad Ratings to Taiwan,” said Bryan Wang, Head of Marketing Science, Greater China, Facebook.
“Clients, agencies and the media now have a common language and common way to communicate, and everyone in this ecosystem is actually very clear about what we really want,” said Robin Lu, President, Media Palette.
“This is fantastic! We’ve taken this language and standardized it for the first time. In addition to reach on mobile phones and PCs, Digital Ad Ratings can calculate GRP value, which is exactly the same index used for traditional TV. Therefore, clients can easily judge whether their digital investments have reached the expected effectiveness by referring to GRP,” said Jerry Weng, Head of Xaxis.
*Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Malaysia, New Zealand, Philippines, Poland, Singapore, Thailand, Turkey, United Kingdom and United States
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Company’s Watch segment provides media and advertising clients with Nielsen 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% of the world’s population. For more information, visit www.nielsen.com.