Nielsen Digital Ad Ratings bringt Verantwortlichkeit und beschleunigt das Wachstum des digitalen Werbemarktes in Hongkong
Hong Kong – March 7, 2017 – Nielsen (NYSE:NLSN) today announced the launch of Digitale Anzeigenbewertungen in Hong Kong in collaboration with Facebook, further expanding the solution’s global footprint and setting the industry standard for digital campaign measurement.
Digital Ad Ratings basiert auf aggregierten, anonymen Informationen aus den weltweit größten demografischen Datenbanken von Drittanbietern und den branchenführenden Kalibrierungsquellen von Nielsen und liefert demografische Daten, Unique Audience, Reichweite, Frequenz und Brutto-Rating-Punkte (GRPs) für die gesamte digitale Zielgruppe einer Kampagne auf Computern, Tablets und Smartphones in einer mit dem Fernsehen vergleichbaren Weise.
The solution will bring accountability and comparability for Hong Kong’s brand marketers, advertising agencies, platforms and publishers who have been seeking measurement to better understand the total audience of their digital campaigns across devices so they can maximize their advertising reach across digital platforms. Nielsen first launched Digital Ad Ratings in the US in August 2011, and is now widely available in 29 markets. In May 2015, Nielsen teamed up with Tencent and Sina Weibo to launch Digital Ad Ratings in the Chinese mainland. Powered by the largest user databases and the highest quality panel, Digital Ad Ratings is setting a new industry standard for digital audience measurement in the Chinese mainland market. “We are so glad Nielsen has expanded its Digital Ad Ratings to Hong Kong because until now, Hong Kong marketers have had no means to measure whether the advertising was effectively delivered to the audiences they seek. By combining massive, privacy-friendly third party demographic databases with gold-standard calibration, Nielsen will provide an unmatched view of standardized audience demographics and behavioral preferences,” said Angel Young, Managing Director of Nielsen Hong Kong & Macau.
“Digital Ad Ratings is just a start. Our goal is to provide both programme and commercial ratings across all screens, covering in-and outside-of-home,” said Young. “Nielsen’s Total Ad Ratings offering is unique in three different ways: massive panel size through unique big data source, one single source panel and it is ready to launch.”
Auf dem stark mobil geprägten Markt in Hongkong ist es unabdingbar, dass die Messung die Marktbedürfnisse widerspiegelt, indem sie unverdoppelte Reichweiten über Computer und mobile Geräte hinweg liefert. Mit Nielsen Digital Ad Ratings können Vermarkter ihre digitalen Zielgruppen besser planen und messen, indem sie vergleichbare Reichweiten- und Frequenzmetriken über alle Bildschirme hinweg nutzen, um ein tieferes Verständnis für die Verbindung zwischen Online und Mobile zu erhalten - sowohl separat als auch gemeinsam.
"Nielsen ist ein sehr erfahrenes Forschungsunternehmen in Hongkong. Digital Ad Ratings hat in den USA und anderen Märkten, in denen es eingeführt wurde, wertvolle Erkenntnisse geliefert. Digital Ad Ratings wird unser Vertrauen in die Glaubwürdigkeit der digitalen Leistung für den Hongkonger Markt weiter stärken", so Carina Yip, General Manager-Digital Sales, Next Mobile.
“Nielsen has long been a trusted measurement party in the industry. With Digital Ad Ratings, Nielsen has developed the measurement solution based on people, not cookies. It also provides cross-device measurement, which is much desired by the market and by our clients,” said Bryan Wang, Head of Marketing Science, Facebook, Greater China.
“These tools will allow us to convert frequency and media exposure into a common definition and standard that enables us to compare traditional and digital channels. This ability will help us adapt to an evolving new world by enabling us to identify the optimal mix of media that covers both traditional and digital and gives us the right ROI,” said Alan Choy, Marketing Director of Specialized Nutrition, FrieslandCampina Hong Kong. “Nielsen has the credibility and expertise needed to establish a common standard, especially for something across traditional and digital media. I think the entire market will be on board.”
About NielsenNielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
CONTACT:Cheryl Wen, cheryl.wen@nielsen.com, +852 6772 8517 (mobile)
