Nielsen launches cross media ad measurement in Malaysia

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.

Key Benefits:

  • 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.”


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After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTTDOOHinfluencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is keypartnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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