尼尔森（纽约证券交易所股票代码：NLSN）今天宣布在台湾推出数字广告收视率（Digital Ad Ratings），进一步扩大该解决方案的全球覆盖范围，提供跨电脑和移动设备的广告受众整体视图。 自2011年发布以来，数字广告评级已在20多个国家成为独立广告活动测量的全球行业标准。
数字广告收视率（Digital Ad Ratings）可以测量广告活动在电脑、平板电脑和智能手机上的全部数字受众的人口统计数据、唯一受众、覆盖范围、频率和总收视点数（GRPs），其测量方法与电视类似，使广告商、媒体代理商和出版商能够最大限度地扩大其在数字平台上的广告覆盖范围。
"尼尔森国际观察部主管托尼-佩特拉（Toni Petra）说："除了我们目前的电视受众测量服务，我们的客户也依赖我们提供高质量的测量服务，不仅满足他们各自的需求，而且还能提升价值，最全面地了解他们跨平台的受众和活动效果。
在台湾这个高度移动化的市场中，衡量标准必须反映市场需求--了解电脑和移动设备的重复覆盖率。有了 Digital Ad Ratings，营销人员就能更好地规划和衡量受众，利用跨屏幕的相似到达率和频率指标，更深入地了解在线和移动设备之间的联系。
“Nielsen has already launched Digital Ad Ratings in several countries. Key capabilities include big data integration, cross-screen measurement, real-time feedback, and unduplicated reach. We are so glad Nielsen has expanded its Digital Ad Ratings to Taiwan,” said Bryan Wang, Head of Marketing Science, Greater China, Facebook.
"Media Palette 总裁 Robin Lu 说："客户、代理商和媒体现在有了共同的语言和共同的沟通方式，这个生态系统中的每个人实际上都非常清楚我们真正想要的是什么。
“This is fantastic! We’ve taken this language and standardized it for the first time. In addition to reach on mobile phones and PCs, Digital Ad Ratings can calculate GRP value, which is exactly the same index used for traditional TV. Therefore, clients can easily judge whether their digital investments have reached the expected effectiveness by referring to GRP,” said Jerry Weng, Head of Xaxis.
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ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Company’s Watch segment provides media and advertising clients with Nielsen 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.
