Nielsen is thrilled to announce the launch of cross-media ad measurement in Malaysia with Total Ad Ratings (TAR), to deliver independent and actionable reporting for deduplicated audience reach across TV and digital platforms (computer, mobile and tablet).
Total Ad Ratings couples comprehensive Digital Ad Ratings data with trusted Nielsen TV Ratings data to deliver reporting of deduplicated audiences across TV and digital, with resilient measurement of digital properties.
As audiences engage with advertising across more devices and platforms than ever before, it has become increasingly difficult for media buyers and sellers to measure their viewership. Deduplication is essential for identifying the true unique audience reach and effectiveness of an ad campaign.
An individual could see the same ad multiple times across multiple platforms. If a viewer saw an ad on their TV, computer, and tablet, we must count each platform exposure, while reporting one viewer across all three platforms.
- An independent & trusted measurement solution bringing together Nielsen’s own TV and digital solutions
- Deduplication across people-based datasets for best-in-class measurement
- Comparable metrics consistent with Digital Ad Ratings and Nielsen’s currency TV ratings
- Cross-platform coverage with deduplication across TV, computer and mobile audiences
Jon-Paul Best, Managing Director, Nielsen Malaysia said “As marketers are faced with measuring fragmented consumer behaviour across devices, and the prospect of third-party cookies becoming obsolete in the future, Nielsen continues to invest in its solutions to provide a methodology that is people centric and leverages critical inputs from independent media trading currencies including Nielsen TV Ratings and Nielsen Digital Ad Ratings.”
Arnaud Frade, Head of Commercial & Growth, Nielsen APAC said: “Our mission is to deliver measurement that powers a better media future for all people. We’re always working to provide independent, unbiased measurement and we are continually innovating to help move the industry forward with comparability as the key to prove the efficacy of campaigns.
We are excited to have this innovative methodology now available in Malaysia and soon in other markets across Asia.”
MARKETING Magazine is not responsible for the content of external sites.