Nielsen launches cross-media ad measurement
PETALING JAYA: Nielsen launched cross-media advertising measurement in Malaysia with Total Ad Ratings (TAR) aimed at providing independent and actionable reporting and eliminating audience duplication across TV and digital platforms (desktop, mobile and tablet) ).
Nielsen, a global leader in audience measurement, data and analytics, said TAR coupled comprehensive digital ad ratings data with data from Nielsen TV Ratings to provide deduplicated audience reporting. across TV and digital, with resilient measurement of digital properties, the company said in a statement. .
As audiences interact with advertising on more devices and platforms than ever before, it has become increasingly difficult for media buyers and sellers to measure their audience.
Deduplication is key to identifying the true unique audience and the effectiveness of an advertising campaign, he added.
An individual may see the same ad multiple times on multiple platforms. “If a viewer saw an ad on their TV, computer, and tablet, we should count each platform’s exposure, while reporting a viewer on all three platforms,” Nielsen noted.
Nielsen Malaysia Managing Director Jon-Paul Best said: “As marketers grapple with measuring fragmented consumer behavior across devices and the prospect that third-party cookies will become obsolete in the future , Nielsen continues to invest in its solutions to provide a methodology that is people-centric and leverages critical currency trading input from independent media outlets, including Nielsen TV Ratings and Nielsen Digital Ad Ratings.
Arnaud Frade, Chief Commercial and Growth Officer for Nielsen Asia-Pacific added, “Our mission is to deliver metrics that power a better media future for everyone.
“We always strive to provide independent and unbiased measurement and continually innovate to help drive the industry forward with comparability as the key to proving campaign effectiveness.
“We are delighted that this innovative methodology is now available in Malaysia and soon in other markets in Asia.”
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. It offers its clients independent and actionable insights so they can connect and engage with their audience. An S&P 500 company, Nielsen operates in more than 55 countries.