The dilemma of marketers in India – whether or not to put money in the digital medium – and their concerns on return on investment on online advertising may just end with the launch of Nielsen’s online measurement abilities, called the ‘Online Campaign Rating (OCR)’ solution, in India soon.
Sharing the news with exchange4media at the Microsoft Rich Media Rock 2012 event held in New Delhi, Farshad Family, Managing Director, Nielsen Media, India, said, “We would be getting into the beta testing mode before we launch the solution this year.”
Nielsen Online Campaign rating is a tool that helps advertisers measure digital advertising better. It provides reach, frequency, demographic for each individual campaign run by a brand making use of a Nielsen tag. The product was launched globally in August 2011, providing the first-ever Media Rating Council (MRC) accredited GRP for online advertising campaigns of any size with metrics similar to those used for TV advertising, enabling cross-media planning and analysis. The solution also provides a measure of breakthrough for web campaigns for a more complete view of campaign performance, including how much of the total audience actually recalled the ad.
Talking about the launch of the solution in India, Family shared that the company was already in talks with leading advertisers to test OCR. The responses would be then analysed to begin a beta test before bringing the product to India. It may be noted that Unilever, one of the world’s leading consumer goods companies, has announced an agreement for the use of Nielsen Online Campaign Ratings reach, frequency and gross rating point (GRP) measurement for all Unilever brand Internet ad campaigns in the US for 2012.
Online advertising still forms a very small pie of the total marketing and advertising budget of major brands in India. Talking about the need for such a measurement tool, Family said, “Advertisers have held themselves back from spending more money in digital. One of the major reasons for that is lack of measurement that speaks the same language as measurement in other platforms. Marketers are used to GRPs, frequency, reach - they are very used to getting demographic information for the advertising that they buy, and that was not happening in digital. Another reason is that even when people were talking about digital, they were talking about click through rates, unique visitors and this language is foreign to many advertisers. So there was need for a metric that appealed to the advertisers.”
With a view to making OCR a benchmark in online advertising measurement, Family shares Nielsen’s vision for the product going forward, highlighting mobile screen measurement as the immediate priority. Watch the Video: