尼尔森Ad Intel 增强功能提供数字和静态户外广告的可视性

尼尔森Ad Intel 在其Ad Intel 服务中将数字广告和静态户外广告区分开来

AUCKLAND, NEW ZEALAND, 26 Aug 2019 – Global measurement company Nielsen, has announced a new enhancement to its Ad Intel service which shows the growth of outdoor advertising split by digital and static mediums in New Zealand.

户外媒体涵盖范围广泛的户外广告，包括广告牌、公交车/公共汽车和候车亭、信息亭和独立单元、机场广告、购物中心、商场和高等院校。

根据广告标准管理局的年度广告收入数据，2015 年，新西兰的户外广告收入约为 9500 万美元，占广告总收入的 3.7%。到2018年，这一数字增至1.43亿美元，占广告总收入的5.4%。尼尔森通过其 "Ad Intel 服务提供的增强型户外广告数据显示，2019 年 7 月，数字媒体约占户外广告支出的 60%。

Tony Boyte, Director, Nielsen Media, New Zealand said: “Given the growth in outdoor digital ad spend, it is imperative that advertisers have visibility on the future opportunities this important medium represents for their business. Nielsen is very pleased that in partnership with Outdoor Media Association of New Zealand (OMANZ) we are now able to distinguish the results between digital and static outdoor mediums through our Ad Intel service.”

"博伊特补充说："我们很高兴能在不久的将来向市场提供更有价值的广告支出洞察。

Natasha O’Connor, GM, OMANZ said: “There is no denying the correlation between out-of-home’s revenue results and its effectiveness. The latest Nielsen CMI data shows that out-of-home advertising is more likely to help, inform, or inspire consumers’ purchasing decisions across most major advertising categories, making it an increasingly essential part of all media schedules. Advertisers continue to embrace the benefits of digital out-of-home media with improved relevance, immediacy and audience growth as they prioritise out-of-home as a key component of their comms planning and media mix.”

资料来源: Advertising Standards Authority Advertising Turnover

关于尼尔森广告智能

Nielsen Ad Intel collects competitive ad spend data including both agency and direct activity – with the ability to filter or search by category, advertiser, product or copyline. Nielsen Ad Intel data helps clients to understand ad spend and media placement to inform their strategic media planning process.