Nielsen has announced the launch of its cross-device campaign measure Digital Ad Ratings in China, in collaboration with online gaming behemoth Tencent; and says six more markets will follow later this year.
The service, which is already available in eight other markets (Australia, Brazil, Canada, France, Germany, Italy, the UK and the US), combines data from a Nielsen survey of consumers with aggregated, anonymous data from partner firms. In the case of China, Nielsen says it has a nationally representative establishment survey of 46,000 Chinese consumers, which will combine with data from Tencent's 'more than 800 million active user accounts' to give a measure of unique audience, reach, frequency and gross rating points (GRPs) for audience across computers, tablets and smartphones. Tencent also operates the mobile messaging app WeChat, which alone has 500 million monthly active users.
Yan Xuan, President of Greater China, Nielsen, comments: 'Given the explosive growth of online and mobile usage and Chinese consumers' changing media habits, we believe the introduction of a robust, independent measurement standard for digital campaigns is essential to unlocking additional digital ad growth in China'.
SY Lau, Senior EVP of Tencent and President of its Online Media Group comments: 'As China's leading internet giant, Tencent shoulders the responsibility and mission for creating a set of standards for China's Internet-based advertising ecosystem. Due to the explosive development of the Internet, and a fragmented media landscape, the current measurement system for digital and mobile advertising needs to be further improved to ensure that it is independent, reliable and accurate'. He adds: 'Nielsen has taken the initiative and leveraged its global expertise to develop Digital Ad Ratings in China, while powering the platform with Tencent's big data'.
Nielsen says it expects to add other companies to the collaboration soon in order to build an independent standard for digital advertising measurement, for the benefit of all advertisers, media agencies and publishers.
Web site: www.nielsen.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.