US online campaign measurement company Nielsen is set to expand its global footprint by launching into four new markets.
Over the next few weeks the New York-headquartered business, which has partnerships with Facebook and Twitter, will launch its Online Campaign Ratings offering into Germany, Italy, Australia and Canada.
The global provider of information and insights into what consumers watch and buy, currently only provides its ‘Online Campaign Ratings’ to the UK and US.
Nielsen’s Online Campaign Ratings measures the audience of online advertising, providing reach, frequency and gross rating point (GRP) metrics - as well as demographics such as age and gender.
The solution uses a patent-pending process combining traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers, including Facebook.
Nielsen’s president of global product leadership, Steve Hasker, said the six budding markets represent the majority of ad dollars spent online annually.
“As advertising plans increasingly reach across platforms and borders, we look forward to continuing our work with marketers around the globe and offering them actionable insights to determine the effectiveness of their campaigns," Hasker said.
He also stressed that continued expansion of Nielsen Online Campaign Ratings to more markets in 2013 and beyond, is a top priority.
Help Prove ROI
Vice president of measurement and insights at Facebook, Brad Smallwood, echoed Hasker’s views and said by bringing consistent, quality standard metrics to the industry, this will help advertisers prove the return on investment (ROI) for each dollar spent online, and will improve ROI for future campaigns.
Global media director at the Kimberly-Clark Corporation, Mark Kaline, said having confidence that a brand is reaching the consumers it actually wants, in paid digital media, is vital and the level of confidence can be increased thanks to features such as Nielsen’s Online Campaign Ratings.
“Using Nielsen Online Campaign Ratings, we’re optimising our brands’ reach based on the audiences that make sense for each commercial programme - whether it’s a banner ad or a video commercial. Having that ability in more and more markets will go a long way in helping us drive higher paid digital ROIs around the globe,” Kaline said.
Nielsen, which has a presence in about 100 countries, provides campaign reporting the day after the launch of a campaign, to agencies, advertisers and publishers.