Nielsen Digital Ad Ratings is now commercially available in New Zealand, a step the research company calls “a major step forward for the digital measurement of advertising campaigns in New Zealand”.
Since its international release in 2011, Ad Ratings has become the industry standard globally for independent ad campaign measurement.
Nielsen measures the demographics, unique audience, reach, frequency and gross rating points (GRPs) for an ad campaign’s full digital audience across computers, tablets and smartphones in a way comparable to TV, enabling advertisers, media agencies and publishers to maximise their advertising reach across digital platforms.
Within the service, Nielsen also provides a viewable measure of unique audience, GRPs and on-target rates by site and placement. Nielsen offers a choice of integrated viewability providers helping clients adapt to an industry that is more dynamic than ever.
“Digital is fuelling the growth of brand advertising,” says Nielsen NZ director Tony Boyte. “Nielsen Digital Ad Ratings brings standardisation and accountability and helps advertisers and agencies gauge return on investment for every dollar they spend online.
“Nielsen Digital Ad Ratings will be able to measure campaigns in New Zealand irrespective of size or where they are placed. Additionally local support is in place, in both operations and analysis, to guide clients.”
GroupM signs up
GroupM New Zealand is the first advertising agency to sign on to the service. Commenting on the launch, Chris Riley, chief operating officer of GroupM said: “We’re excited to be leading the industry in New Zealand.
“Nielsen Digital Ad Ratings brings accountability and comparability for our clients (and our publisher partners). Data and Technology are central to the success of GroupM agencies, and we are always seeking improved measurement to better understand the true audience of our digital campaigns across devices.
“Digital campaign measurement will allow us to access significantly more robust data about the effectiveness of our clients digital investment.”
In over 20 markets, including US, UK and Australia where Nielsen Digital Ad Ratings is already available, clients are leveraging the solution in a variety of ways—from planning to in-flight campaign optimisation to audience guarantees to campaign analysis. In addition, some clients are using the solution’s application programming interface (API) for seamless and precise operations.
“It’s all about measuring people not devices, across screens and publishers,” said Boyte. “You can now analyse your brand’s online ad campaign just like you would for TV.”
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