亚洲跨媒体广告测量转型

尼尔森提高尼尔森广告总收视率

September, 1, 2021 – Nielsen has enhanced cross-media ad measurement in Thailand, Indonesia, Philippines and Taiwan by transforming its Total Ad Ratings (TAR) methodology. 

TAR 旨在深入洞察通过各种设备（智能手机、平板电脑、电脑和电视）接触广告的重复受众。它为广告商的广告活动提供独立、可操作的受众数据，以及年龄和性别人口统计、重复广告活动覆盖率、频率和 GRP。 

为了满足市场对跨媒体广告测量解决方案中全面覆盖数字和电视的日益增长的需求，尼尔森改变了其TAR方法，以帮助其解决方案面向未来。在泰国、印度尼西亚、菲律宾和台湾地区，修订后的方法能够扩大市场覆盖范围，减少对任何一个外部数据源的依赖程度。

As marketers continue leaning into new tools and technologies to prepare for a world without third-party cookies, measurement services now need to establish new ways to identify devices and the people who use them. This must be done in a manner consistent with applicable privacy requirements. Nielsen’s TAR transformation helps to provide a more future-ready methodology that is people centric and leverages critical inputs from independent media trading currencies including Nielsen TV Ratings and Nielsen Digital Ad Ratings.

Annette Kunst, Regional Managing Director South East Asia, Nielsen said “Nielsen is committed to unlocking the power of audiences. Since TAR launched in 2018, Nielsen has invested in the tools, systems, capabilities and partnerships to underpin media buying and selling in countries. Nielsen’s global Nielsen ONE vision, a single, cross-media solution to drive more comparable and comprehensive metrics across platforms, is the roadmap to get us there.”

增强型 TAR 方法由尼尔森专有模型提供支持，该模型由可靠且具有代表性的单一媒体消费行为来源提供信息。这种方法使尼尔森能够复制受众，扩大市场覆盖面，同时纳入市场广泛采用的既定媒体货币指标。

"提供高质量的跨平台受众测量是我们的核心使命，我们很高兴能够增强我们的广告总收视率产品，以实现这一目标。尼尔森将继续致力于衡量所有受众，无论他们在哪个屏幕上。尼尔森东南亚地区董事总经理Annette Kunst总结道。