On June 27th, we kicked off our new, ground-breaking partnership with Weibo on 尼尔森数字广告评级 和 Digital Brand Effect during a launch event in Shanghai. More than 400 guests from various industries, including fast-moving consumer goods (FMCG), media and e-commerce, as well as journalists joined the celebration of the collaboration that promises to open new doors for digital audience measurement.
中国最大的社交媒体平台之一、月均活跃用户超过 3.4 亿的微博，加入腾讯，成为尼尔森中国数字广告收视率的主要数据提供商。这两个庞大的数据集经过我们的数据科学专业技术的校准，使在线受众测量的清晰度和粒度达到了一个新的水平。
通过利用微博庞大用户群的兴趣标签，尼尔森数字广告评级现在能够为客户提供受众的收入水平、是否拥有汽车以及家中是否有孩子等信息。这三个因素已被证明是用户消费习惯的最大决定因素，也将是我们帮助客户通过特定行为偏好了解受众的第一个领域。
“Signing up Weibo as a Digital Ad Ratings data provider will make our measurement more comprehensive and trustworthy,” said Vishal Bali, Managing Director of Nielsen China, who opened the event.
Wang Ya Juan, Vice President of Weibo, followed Vishal to present insights from Weibo’s social media perspective and expressed her eagerness towards the new partnership and how “social media develops the power of Big Data and measurement is the key to driving precision marketing.”
“The difference of mobile internet marketing is the accurate recognition for the user’s identity and interests and can help brands interact with users online deeply, so as to enhance the effectiveness of marketing campaigns and advertising ROI. Weibo’s partnership with Nielsen is in a wish to establish metrics that can help enterprises’ transition to mobile internet,” said Wang Yajuan, vice-president of Sina Weibo.
此次活动还宣布了 "数字品牌效应"（Digital Brand Effect）在中国的首次亮相，使品牌能够通过计算一个关键指标--品牌提升（brand lift），计算并了解数字广告对消费者的真实影响。有了这一解决方案，广告主不仅能从互动中衡量营销效果，还能进一步了解消费者在接触广告后的意见变化--例如，他们是否关注了广告或是否提高了消费意愿。
