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.

 

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