닐슨 디지털 광고 등급, 홍콩 디지털 광고 시장의 책임성 강화 및 성장 가속화
Hong Kong – March 7, 2017 – Nielsen (NYSE:NLSN) today announced the launch of 디지털 광고 등급 in Hong Kong in collaboration with Facebook, further expanding the solution’s global footprint and setting the industry standard for digital campaign measurement.
세계 최대의 타사 인구통계 데이터베이스와 업계를 선도하는 닐슨의 보정 소스로부터 집계된 익명의 정보를 기반으로 하는 디지털 광고 등급은 컴퓨터, 태블릿 및 스마트폰에서 캠페인의 총 디지털 잠재고객에 대한 인구통계, 고유 잠재고객, 도달 범위, 빈도 및 총 평점(GRP)을 TV와 유사한 방식으로 제공합니다.
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.”
모바일 비중이 높은 홍콩 시장에서는 컴퓨터와 모바일 기기에서 중복되지 않는 도달 범위를 제공함으로써 시장의 니즈를 반영하는 측정이 필수적입니다. 마케터들은 닐슨 디지털 광고 등급을 통해 스크린 간 유사 도달률 및 빈도 지표를 통해 디지털 잠재고객을 더 잘 계획하고 측정하여 온라인과 모바일을 개별적으로 또는 함께 더 깊이 이해할 수 있게 됩니다.
"닐슨은 홍콩에서 매우 경험이 풍부한 리서치 회사입니다. 디지털 광고 등급은 미국을 비롯한 여러 시장에서 귀중한 인사이트를 제공해 왔습니다. 디지털 광고 등급은 홍콩 시장의 디지털 성과에 대한 신뢰도를 더욱 높여줄 것입니다."라고 다음 모바일의 디지털 영업 총괄 매니저인 카리나 입(Carina Yip)은 말합니다.
“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)
