Nielsen debuts AdRelevance in Taiwan

At launch, the service covered 230 websites.

Taiwan is the first country where product categories have been standardised for research on both online and offline media.

"Historically data has been in silos, and marketers face a big challenge in moving to a cross-media viewpoint," said Jonathan Carson (pictured), president, international Nielsen Online.

"With AdRelevance in Taiwan, we were able to use the same methodology and structure as for the rest of Nielsen’s approach for traditional media. This is the first market we have been able to do this."

Nielsen Online released Q2 findings for Taiwan’s AdRelevance. During that period 13,918 banners were run by 1144 advertisers in a total of 5,649 campaigns.

The top 10 advertisers included a surprising number of small players - in particular English-language ‘cram’ schools - mixed among corporate giants such as Chunghwa Telecom, Citigroup and Cathay Financial Holding.

"Sometimes companies in the smaller industry categories will identify the internet as the place to spend their ad dollars and they will move 100 percent online," said Carson.

"We’ve seen this in some markets for real estate or automobiles. This might be similar. Larger advertisers, in contrast, tend to be more conservative."