Kontak: Marisa Grimes – 646.654.5759; Marisa.Grimes@nielsen.com
Mengesahkan Sistem Peringkat Iklan Internet Nielsen yang Pertama dari Nielsen sebagai Sistem yang Memenuhi Standar yang Diterima Industri
New York – September 7, 2011 – Nielsen, a global information and measurement company, today announced that the Media Rating Council (MRC), the industry group that audits and accredits media research companies, has voted to grant accreditation to Nielsen Online Campaign RatingsTM, a new measurement system that provides overnight audience reach, frequency and Gross Rating Points (GRPs) for Internet display and video advertising.
The MRC accreditation certifies that Nielsen Online Campaign Ratings complies with the MRC’s Minimum Standards for Media Rating Research. This is the first Internet measurement system accredited by the MRC that provides demographic ratings for online advertising campaigns. Through its accreditation process, the MRC seeks to secure for the media industry and related users, audience measurement services that are valid, reliable and effective and, in addition to compliance with MRC’s standards, ensure that the product’s methodology, metrics and reports adhere to industry-accepted standards for digital measurement (i.e. the Interactive Advertising Bureau’s applicable Measurement Guidelines).
"Ini merupakan pencapaian yang signifikan bagi Nielsen dan industri secara keseluruhan. Para pengiklan dan perusahaan media sama-sama ingin membuktikan nilai dari media dan iklan online, namun tidak memiliki pengukuran standar yang dapat diandalkan untuk menunjukkan ketercapaian audiens terhadap tujuan pemasaran," ujar Steve Hasker, President, Media Product and Advertiser Solutions, Nielsen. "Nielsen Online Campaign Ratings menyediakan metrik terpercaya yang dibutuhkan untuk membuktikan nilai sebenarnya dari iklan di sebuah situs, dengan istilah yang familiar bagi pemasar merek dan dapat dibandingkan dengan media lainnya. Akreditasi MRC merupakan langkah penting untuk memastikan bahwa pembeli dan penjual memiliki kepercayaan mutlak terhadap informasi yang mereka gunakan untuk merencanakan dan menegosiasikan iklan online."
"MRC memuji Nielsen yang telah berhasil menyelesaikan proses akreditasi untuk layanan pengukuran audiens Online Campaign Ratings," ujar George W. Ivie, Direktur Eksekutif dan CEO MRC. "Nielsen Online Campaign Ratings mewakili pendekatan pengukuran baru yang menggabungkan data dari beberapa sumber dan akreditasi MRC menunjukkan bahwa proses ini telah sesuai dengan standar MRC, sebuah tolok ukur yang diakui untuk kualitas dan keterbukaan."
Nielsen Online Campaign Ratings menggunakan proses inovatif yang masih dalam proses paten yang menggabungkan data panel Nielsen TV dan online tradisional dengan informasi demografis anonim yang dikumpulkan dari para penyedia data online yang berpartisipasi. Dengan menggunakan pendekatan hibrida yang unik ini, Nielsen dapat memberikan ukuran jangkauan, frekuensi, dan GRP untuk kampanye iklan Internet dengan berbagai ukuran, yang berjalan hampir di mana saja di web. Pelaporan kampanye tersedia sehari setelah peluncuran kampanye, memberikan informasi pengiriman yang penting dalam penerbangan kepada pengiklan dan penerbit.
Nielsen Online Campaign Ratings launched on August 15 and is already being used by several industry leaders including advertisers such as Procter & Gamble, media companies such as Disney/ABC Television Group and Facebook, and major media agencies such as GroupM and Starcom MediaVest.
"Nielsen Online Campaign Ratings, dikombinasikan dengan akreditasi MRC, merupakan langkah maju yang signifikan dalam menciptakan sistem pengukuran standar untuk iklan online," kata Lyle Schwartz, Managing Partner dan kepala Riset Implementasi dan Analisis Pasar GroupM. "Kemampuan untuk menganalisis metrik multi-layar yang konsisten akan memberikan para perencana media dan pembeli wawasan yang berharga mengenai nilai iklan online dan perannya dalam spektrum komunikasi."
"Kami tertarik dengan Nielsen Online Campaign Ratings dan potensi peningkatan granularitas dan akurasi yang signifikan dalam melacak kampanye iklan online, dan kami sangat senang bisa menjadi mitra terdepan dalam mengeksplorasi penggunaannya," ujar Charles Kennedy, SVP, Research, ABC Television Network. "Akreditasi MRC memberikan kredibilitas tambahan dan meningkatkan potensi peringkat ini untuk menjadi alat pengukuran yang penting di era digital."
“Starcom MediaVest Group continues to support the advancement of high quality audience research in the online marketplace,” said Kate Sirkin, EVP, Global Research, Starcom MediaVest Group. “The recent accreditation of Nielsen Online Campaign Ratings by the MRC demonstrates that the creative approach taken by Nielsen to this challenging problem is a very viable proposition. Online Campaign Ratings now provides both agencies and advertisers with the confidence that their campaigns are reaching their desired audience, and delivers appropriate metrics for post campaign analysis to understand how the campaigns worked to drive sales or other valuable brand behaviors. We look forward to encouraging other publishers to join this initiative and continue to scale the solution for the entire online audience.”
“Learning more about the exact audiences reached via our online campaigns is critically important to us, which is why we are excited about incorporating Nielsen Online Campaign Ratings into our media buying processes,” said Jeff Jarrett, Global Director, Digital Marketing, Kimberly-Clark. “The “green light” from the Media Rating Council gives us additional confidence that this tool is ready for prime time.”
"Nielsen telah mengembangkan sebuah inovasi teknologi yang mendukung privasi dan membantu membangun kepercayaan antara pembeli dan penjual dalam skala yang luas," ujar Ted McConnell, EVP, Digital untuk Advertising Research Foundation. "Memiliki sesuatu yang secara teknis rumit ini divalidasi oleh pihak ketiga seperti MRC sangat penting bagi industri dan akan membantu pembeli untuk tidur lebih nyenyak."
Tentang MRC
The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 60 research products are audited by the MRC. Additional information about MRC can be found at https://www.mediaratingcouncil.org.
Tentang Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
# # #
