联系方式 Marisa Grimes – 646.654.5759; Marisa.Grimes@nielsen.com
尼尔森首创的互联网广告评级系统符合业界公认的标准
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).
"这是尼尔森和整个行业取得的一项重大成就。广告主和媒体公司都希望证明在线媒体和广告的价值，但一直缺乏一个可靠的、标准的衡量标准来证明受众与营销目标之间的关系，"尼尔森媒体产品和广告主解决方案总裁史蒂夫-哈斯克（Steve Hasker）说。尼尔森在线广告收视率 "以品牌营销人员熟悉并可与其他媒体相媲美的方式，提供了证明网站广告真正价值所需的可信指标。MRC认证是确保买卖双方对其用于规划和谈判在线广告的信息具有绝对信心的关键一步。
"MRC执行董事兼首席执行官乔治-W-艾维（George W. Ivie）表示："MRC对尼尔森成功完成其在线活动收视率测量服务的认证过程表示赞赏。"尼尔森在线活动收视率代表了一种新的测量方法，它整合了多个来源的数据，MRC的认证表明这一过程符合MRC的标准，是公认的质量和信息披露基准。
尼尔森在线广告收视率采用了一种创新的、正在申请专利的流程，将传统的尼尔森电视和在线面板数据与来自参与在线数据提供商的汇总、匿名人口统计信息相结合。利用这种独特的混合方法，尼尔森能够为几乎任何规模的互联网广告活动提供覆盖率、频率和GRP测量，这些广告活动几乎可以在网络上的任何地方进行。广告活动报告可在广告活动启动后的第二天提供，为广告商和出版商提供重要的飞行中交付信息。
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.
"群邑执行合伙人兼实施研究与市场分析部负责人莱尔-施瓦茨（Lyle Schwartz）表示："尼尔森在线广告投放评级与MRC的认证相结合，在建立亟需的标准化在线广告测量系统方面迈出了重要一步。"分析一致的多屏指标的能力将为媒体策划者和购买者提供有关在线广告价值及其在传播领域作用的宝贵见解。
"美国广播公司电视网研究部高级副总裁查尔斯-肯尼迪（Charles Kennedy）说："我们对尼尔森在线广告收视率以及在跟踪在线广告活动方面大幅提高粒度和准确性的潜力很感兴趣，我们很高兴能成为探索其使用的主要合作伙伴。"美国广播公司电视网研究部高级副总裁 Charles Kennedy 说："MRC 认证增加了可信度，提高了这些评级成为数字时代重要衡量工具的潜力。
“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.”
"金佰利公司数字营销全球总监杰夫-杰瑞特（Jeff Jarrett）说："了解更多通过我们的在线营销活动接触到的确切受众对我们来说至关重要，这就是为什么我们很高兴将尼尔森在线营销活动评级纳入我们的媒体购买流程。 "媒体评级委员会的 "绿灯 "给了我们更多信心，让我们相信这一工具已经准备就绪。
"广告研究基金会数字部执行副总裁泰德-麦康奈尔（Ted McConnell）表示："尼尔森开发了一项支持隐私保护的技术创新，有助于在买家和卖家之间建立广泛的信任。"如此复杂的技术由 MRC 这样的第三方进行验证，对行业来说尤为重要，将有助于买家睡得更安稳"。
关于 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.
关于尼尔森
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.
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