닐슨 Ad Intel 개선으로 디지털 및 정적 옥외 광고의 가시성 제공

닐슨 Ad Intel , Ad Intel 서비스에서 디지털 광고와 정적 옥외 광고를 분리하다

AUCKLAND, NEW ZEALAND, 26 Aug 2019 – Global measurement company Nielsen, has announced a new enhancement to its Ad Intel service which shows the growth of outdoor advertising split by digital and static mediums in New Zealand.

옥외 매체는 광고판, 대중교통/버스 및 버스 쉘터, 키오스크 및 독립형 장치, 공항 광고, 쇼핑 센터, 쇼핑몰, 3차 기관 등 다양한 옥외 광고를 포괄합니다.

광고표준청의 연간 광고 수익 수치에 따르면, 2015년 뉴질랜드에서 옥외 광고는 약 9,500만 달러로 전체 광고 수익의 3.7%를 차지했습니다. 2018년에는 1억 4,300만 달러로 증가하여 전체 광고 수익의 5.4%를 차지했습니다. 닐슨의 향상된 옥외 Ad Intel 데이터에 따르면, 2019년 7월에는 옥외 광고 지출의 약 60%가 디지털 매체를 통해 이루어졌습니다.

Tony Boyte, Director, Nielsen Media, New Zealand said: “Given the growth in outdoor digital ad spend, it is imperative that advertisers have visibility on the future opportunities this important medium represents for their business. Nielsen is very pleased that in partnership with Outdoor Media Association of New Zealand (OMANZ) we are now able to distinguish the results between digital and static outdoor mediums through our Ad Intel service.”

"조만간 더 가치 있는 광고비 인사이트를 시장에 제공할 수 있게 되어 기대가 큽니다." 보이트가 덧붙였습니다.

Natasha O’Connor, GM, OMANZ said: “There is no denying the correlation between out-of-home’s revenue results and its effectiveness. The latest Nielsen CMI data shows that out-of-home advertising is more likely to help, inform, or inspire consumers’ purchasing decisions across most major advertising categories, making it an increasingly essential part of all media schedules. Advertisers continue to embrace the benefits of digital out-of-home media with improved relevance, immediacy and audience growth as they prioritise out-of-home as a key component of their comms planning and media mix.”

출처: Advertising Standards Authority Advertising Turnover

닐슨 광고 인텔 소개

Nielsen Ad Intel collects competitive ad spend data including both agency and direct activity – with the ability to filter or search by category, advertiser, product or copyline. Nielsen Ad Intel data helps clients to understand ad spend and media placement to inform their strategic media planning process.