Johannesburg – August 23, 2017 – The entrenchment of Nielsen’s Digital Ad Ratings (DAR) in the South African media market, heralds a new era of audience-based advertising metrics where advertisers now know who, as opposed to just what, consumers engage with digital advertising across screens and publishers.
DAR 由来自全球最大的第三方人口数据库和尼尔森行业领先的校准源的汇总匿名信息提供支持。它的真正优势在于能为电脑、平板电脑和智能手机上的所有数字受众提供人口统计数据、唯一受众、到达率、频率和总收视点（GRPs）。这也是与电视可比的方式，从而使广告商、媒体代理公司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面。
尼尔森南非观察负责人特里-墨菲（Terry Murphy）说："DAR为数字广告提供了透明、可操作的受众测量。迄今为止，受众测量一直局限于服务印象或独特的受众和人口统计数据，而这些数据并不一定能代表数字领域。
"该工具使客户能够从中立、独立的角度衡量广告活动，无论其规模大小或投放地点。DAR 还带来了标准化和问责制，帮助广告商和广告代理公司衡量他们在网上花费的每个兰特的投资回报。此外，出版商和平台还可以根据实际受众（而不是点击量）向客户展示他们的业绩，"她补充道。
独立第三方核查
尼尔森于 2011 年 8 月首次在美国推出 DAR，目前该解决方案已在 29 个市场广泛使用，南非是非洲大陆首个推出该工具的国家。DAR 货币的最大优势之一是为行业提供独立的测量服务。这可以防止广告欺诈，提高透明度，更好地定位受众。它还能根据全球标准跟踪出版商的表现，即他们到达所需目标市场的准确性。这些标准以行业数据为基础，通过长期运行的累积活动得出。
"这些标准是基于全球范围内衡量的大量营销活动制定的，是评估营销活动的良好基准。利用 DAR 指标，现在可以根据绩效优化投资，以实现既定目标，"Murphy 解释说。
随时随地访问
DAR 界面也易于使用，用户可以更方便地访问数据，从而能够以战略性的方式分析、评估和应用这些数据。客户和机构可以访问隔夜数据，通过实时控制面板提供透明度。基于网络的界面允许用户随时随地通过其独特的登录方式进行访问，使用时无需安装任何软件。
The solution, then provides over-night details of a campaign’s full digital audience across computers, tablets, smartphones and connected devices (Smart TV, PS4, apple TVs, etc) and the ads specifically served on these platforms and gives users the options to view Unique Audience by Age and Gender – not just impressions.
现实检查
Looking at the context that DAR operates within, Murphy admits that digital initially went through something of a ‘honeymoon phase’, which saw a lot of advertisers hopping on to the digital bandwagon. Unfortunately, too many digital ads are still missing the mark – with 50.1% of impressions not seen (Source: IAS Viewability Benchmarks, Q2 2016) – which has undermined the perceived effectiveness of the medium and brought in a need for greater accountability.
她补充说："DAR 的优势在于，它为数字广告带来了与电视广告和测量相同的严谨性和责任感，从而为品牌营销人员、广告公司和出版商创造了责任感和可比性，他们一直在寻求测量方法，以更好地了解其跨设备数字营销活动的真实受众。
描述符
尼尔森数字广告收视率（Nielsen Digital Ad Ratings）通过与电视相媲美的方式，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），使广告商、媒体代理公司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。
ABOUT NIELSEN
Nielsen 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 also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Contact: Jayashree Janardhanan jayashree.janardhanan@nielsen.com
