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Taiwan Launch for AdRelevance
Internet audience specialist Nielsen Online has rolled out its competitive online media intelligence service AdRelevance service in Taiwan. For the first time, the product categories used have been standardised for research on both online and offline media.
AdRelevance provides information about which companies and brands are advertising online, which web sites are running campaigns and about the type of advertising, creative content, duration and frequency of campaigns.
Its ad tracking system uses 'spidering' technology, which continuously visit hundreds of commercial sites and searches the HTML information for click counters, which indicate that an ad is present on the page. Dedicated Nielsen Online staff then process the data to categorise and summarise it for inclusion in e-mail alerts that provide clients with information on competitive and market activity. At launch, the service covered 230 Taiwanese web sites.
'Historically data has been in silos, and marketers face a big challenge in moving to a cross-media viewpoint', according to Jonathan Carson, President - International at Nielsen Online. 'With AdRelevance in Taiwan, we were able to use the same methodology and structure as for the rest of Nielsen's approach for traditional media. This is the first market we have been able to do this.'
The service already provides daily updated online ad intelligence for the US, fourteen European countries and seven Asia Pacific markets including Australia, New Zealand, China, Japan, Hong Kong and Singapore.
Nielsen combined its Nielsen//NetRatings division with BuzzMetrics to form Nielsen Online last October. Web site: www.nielsen-online.com .
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