Entropia adopts Nielsen’s Digital Ad Ratings to offer quality reach measurement

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Entropia Adopts Nielsen DAR

(marketingmagazine.com.my) – In an interesting move, Entropia today has announced that it will be adopting Nielsen’s Digital Ad Ratings to offer its clients independent campaign reach, demographics and GRPs based measurement.

Available in 24 countries around the world, Nielsen’s Digital Ad Ratings (DAR) 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.

Using accredited methodology, Nielsen’s DAR not only identifies who was reached with great fidelity but also establishes duplication across devices with almost census-like certainty.
Prashant Kumar, Senior Partner, Entropia shared, “More and more people are living programmatic lives. Every choice we make online, can be an input into the way the online world we see moulds itself to our individual liking. This in due course can create a self-affirming bubble – an echo chamber – and takes us away from the neutral reality. This can limit our personal growth.

As with individuals, so for brands – it’s important that brands do not retarget the same people relentlessly. They must cast their net wider among the would-be- users, light users and flirters. In other words, they must seek “audience reach” in their campaigns in order to grow. And they need a rigorous metric to measure that. Nielsen Digital Ad Ratings is going to be an essential feature of our digital campaigns, especially those focusing upper and mid funnel.”

Sourabh Agarwal, Principal, data and performance added, “Knowing unique audience Reach is critical for cost per view-based campaigns. As advertisers are shifting investments towards audience driven campaigns it’s become important to measure quality of audiences, and Nielsen’s viewable GRPs and Reach provides an understanding of how well we reached our target audience in a way that is consistent across online and offline.”

A lot of online spend today focuses on the lower funnel. In effect these activities depend on offline media or PR to bring reach, where they can pluck the lowest hanging fruits. As digital spends grow for categories such as FMCG, reaching your target audience is going to be key to growing long-term market share.

“We are extremely happy to be engaged by Entropia for our Digital Ad Ratings (DAR) services. The adoption of our DAR is a forward move as it basically provides a scorecard on how a client’s online campaign is performing and reassures the client that their campaigns are reaching their intended audience. We are confident this cooperation will further reinforce Entropia’s continual commitment towards measuring and delivering on-target audience performance.” notes Richard Hall, Nielsen Malaysia’s Country Manager

“Nielsen Media has for decades been the gold standard of trading currency in the industry. In the chaotic world of diverse, complex and fast evolving digital currencies, it’s useful to have a partner with neutrality & rigour.” Prashant added.

Missed our coverage on the big viewability debate? Catch up on the news below:
Entropia commits to stringent standards and 100% viewability
Letter to Editor: GroupM questions Entropia’s 100% Viewability
Entropia responds to GroupM’s letter
Viewability Viewpoint: What does Bala have to say?
#LookUpLah to Viewablility


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Back in its 12th year, the Malaysian Media Conference is set to take a deep dive into the world of DATALYTICS!

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• Linda Hassan, Head of Marketing – Domino’s Pizza Malaysia & Singapore
• Rahul Thappa, Vice President of Data Analytics, Astro
• Sujith Rao, Senior Director – Digital Analytics at IPG Mediabrands
• Chan Woei Hern, Executive Creative Director, EnsembleWW
• Bala Pomaleh, CEO, IPG Mediabrands
• Teeradet Dumrongbhalasitr- Head of Commercial, Asia Pacific Dunnhumby
• Anser Aly – Senior Global Brand Manager, Unilever Asia
• Lars Setsaa – Head of Revenue Management and Analytics – Digi Telecommunications

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Date: 14 November 2016
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