Nielsen Rolls Out Online Measurement in Taiwan

Nielsen has launched a web audience measurement solution in Taiwan, which offers third-party verification of Internet traffic through a combination of page tagging and visitor surveys.

Using standardised page tagging methodology and pop-up questionnaires to collect data from visitors, Nielsen says its new Online Market Intelligence service enables publishers, site owners, and ad agencies to benchmark the 'true performance' of web sites.

The firm also says that the service will allow Internet publishers and site owners to grow online advertising income, as it helps identify a site's competitive strengths, and monitors seasonal industry trends and market movements. Nielsen also claims the tool can help identify advertising opportunities, media budget allocation and post-campaign evaluation.

Fourteen web sites are currently participating - including key portals such as Yahoo!, Wretch and Yam - and Nielsen intends to double or triple the number of web partners in time.

Tina Teng, Executive Director of Media Research, says that the firm estimates that this sample provides a view of 60% to 70% of Taiwan's web traffic.

'This is market intelligence, not just web impressions,' said Teng. 'By measuring visit duration and the mix of unique browsers, we can indicate reach and frequency.'

Jeff Han, Head of Marketing, Yahoo! APAC, said that with the introduction of the new set of measurement standards, the Internet advertising market in Taiwan will be 'more robust, visible and trustworthy'.

Earlier in the year, Nielsen promoted Jennifer Wang to the position of Managing Director in Taiwan, replacing Gordon Stewart who has returned to Australia.

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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