Nielsen to measure ads digitally across Asia

Having received criticism of its inability to measure digital accurately, measurement company Nielsen will launch its flagship digital advertising measurement solution, Digital Ad Ratings, in seven markets across Asia and Latin America over the coming months.Will this recent shift to digital help turn the tide against recent criticisms of Nielsen’s adEx measurements? Some agencies have said that Nielsen’s current measurements only reflect 10% of the total digital spend.The seven markets include Singapore, Japan and Indonesia, which are now commercially available, in addition to the Philippines, Thailand, Malaysia, and Mexico, bringing the total to 16 markets globally.Currently available in 12 markets, Digital Ad Ratings promises the media industry an accurate method of measuring online advertising audiences, delivering reach, frequency and gross rating point (GRP) metrics as well as demographics such as age and gender to determine the effectiveness of digital advertising campaigns.Digital Ad Ratings has been established as the industry standard in digital advertising measurement.Digital Ad Ratings aims to help publishers to more effectively convey their ability to deliver advertising messages to audiences, helping advertisers to ensure their brand messages reach the right people to maximise return on investment; and supports agencies in optimising campaigns in-flight to deliver optimal efficiency and effectiveness.“Nielsen Digital Ad Ratings is a true industry game-changer,” said Megan Clarken, EVP of global watch product leadership at Nielsen.“Digital is fuelling growth in brand advertising, and in markets where Digital Ad Ratings has already been rolled out, like the US and UK, it is transforming the advertising landscape by bringing standardisation and accountability, and helping advertisers and agencies gauge the return on their investment for every dollar they spend online.”Jennifer Gardner, North American media investments and partnerships director at Unilever, says: “We look for the best marketing ROI – and the best tools to gauge that. Nielsen Digital Ad Ratings is an exciting resource that brings a more rigorous standard to our online campaigns and consistency in measurement strategy across our portfolio of brands.”