尼尔森数字广告评级为香港数字广告市场带来责任感并加速其发展
Hong Kong – March 7, 2017 – Nielsen (NYSE:NLSN) today announced the launch of 数字广告评级 in Hong Kong in collaboration with Facebook, further expanding the solution’s global footprint and setting the industry standard for digital campaign measurement.
数字广告收视率由来自全球最大的第三方人口统计数据库和尼尔森行业领先的校准资源的汇总匿名信息提供支持，以与电视相媲美的方式为广告活动在电脑、平板电脑和智能手机上的所有数字受众提供人口统计、唯一受众、到达率、频率和总收视点数（GRPs）。
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.”
香港是一个高度移动化的市场，因此必须通过提供跨电脑和移动设备的不重复覆盖率来反映市场需求。有了尼尔森数字广告评级，营销人员将能更好地规划和衡量他们的数字受众，通过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。
"尼尔森是香港一家非常有经验的调查公司。Digital Ad Ratings 在美國及其他市場推出後，為我們提供了寶貴的意見。数字广告评级将进一步增强我们对香港市场数字表现可信度的信心。
“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)
