Jenny Chan 陳詠欣
May 29, 2015

Nielsen develops Digital Ad Ratings for China with Tencent

BEIJING - In collaboration with Tencent, Nielsen has launched its own measurement standard for digital campaigns in China, claiming the system is a step above iGRPs.

Photo from an event announcing the service
Photo from an event announcing the service
The 'Digital Ad Ratings' service is powered by aggregated, anonymous data from Tencent’s 832 million monthly active accounts and calibrated with Nielsen’s monthly survey of 46,000 Chinese consumers.
 
The offering is available in eight other markets (Australia, Brazil, Canada, France, Germany, Italy, United Kingdom and United States). In China, the service does not incorporate viewability information, as it does elsewhere.

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.

 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Women to Watch 2024: Margaret Key, MSL

As a regional leader, Key has been a driving force behind transforming Publicis Groupe's comms offerings by influencing talent, services, and business growth in APAC.

1 day ago

Bonds taps Robert Irwin to show how wild comfort ...

Australia’s most beloved animal-lover trades khakis for cotton to front the new campaign, introducing American audiences to undies that hold up under pressure—snakes, crocs and all.

1 day ago

Common Interest acquires Amplify to 'empower ...

The previously independent brand experience agency has offices in London, LA, Paris, New York and Sydney.