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Nielsen launches digital advertising measurement solution

25-November-2015
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Nielsen launches digital advertising measurement solution

Nielsen India, today, announced the launch of a digital advertising measurement solution. The Nielsen Digital Ad Ratings (DAR) will provide a method of measuring online advertising audiences, delivering reach, frequency and gross rating point (GRP) metrics along with demographics like age and gender.

The solution uses a patented process combining Nielsen’s online data with aggregated, anonymous demographic information from third-party data providers. Nielsen has also partnered with Facebook to power the solution.

Prashant Singh, MD of Nielsen India region said, “Digital is fueling growth in brand advertising and Digital Ad Ratings stands to transform the advertising landscape by bringing standardization and accountability and helping advertisers and agencies gauge return on investment for every rupee they spend online. It’s all about measuring people, not devices. Our integration with Facebook allows us to provide unique audience by counting people and not just the devices they consume content on. This provides the ecosystem with an accurate measurement of reach and frequency in the digital world, which was absent so far.”

Commenting on the launch, Balendu Shrivastava, Head, Marketing Science at Facebook India said, “We are excited that Nielsen's global Digital Audience Rating (DAR) solution is now available in India.  DAR has brought in the required measurement standardization and accountability in delivering digital campaigns. The fact that advertisers will now get accurate demographics across screens and publishers is a game changer for digital advertising in India."

Nielsen says that DAR will enable publishers to more accurately deliver advertising messages to audiences, helping advertisers to ensure their brand messages reach the right people to maximize ROI and support agencies in optimizing campaigns in-flight to deliver peak efficiency and effectiveness.

“Where advertisers, agencies and publishers stand to gain most from Digital Ad Ratings, is its ability to provide a true picture of your actual online audience—not just cookies and impressions. You can now analyze your brand’s online ad campaign just like you would for TV, and print,” said Dolly Jha, Executive Director, Nielsen India and Marketing Effectiveness practice area lead. “Moreover, Digital Ad Ratings allows for overnight measurement for campaigns that will make it possible for clients to apply in-flight changes to their media plan,” she added.

Compared to all advertising mediums, digital is witnessing the fastest year-on-year growth of nearly 30 per cent.

Digital Ad Ratings is a global product commercially available in 17 markets, which include US, Canada, Brazil, Mexico, Australia, Japan, Singapore, China, France, UK, etc. It has been customised to factor in local nuances and market specifics for India. There are correction and calibration factors that are built-in to take into account regional differences, informed Nielsen.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.