Nielsen develops Digital Ad Ratings for China with Tencent

However, it does incorporate all the current metrics for both video and display ads such as unique audiences, reach, frequency, iGRPs for "a campaign’s full digital audience across computers, tablets and smartphones", according to the companies.

Megan Clarken, executive vice president of global product leadership at Nielsen, told Campaign Asia-Pacific that what's new here is that campaign results are delivered overnight via a user-friendly online interface. In addition the service indicates how much incremental reach advertisers are getting with their mobile spend.

"DAR is providing a new level of clarity to the market," she said. "It’s like purchasing a new set of glasses."

In China, online TV is not yet a pure substitution for terrestrial TV, she added. Audiences still skew more heavily to younger generations, so if advertisers want to use online TV to extend reach, they must take care to plan selectively.

In addition to Tencent, Nielsen is open to working with other companies in China to further the establishment of the measurement standard.