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Sina Weibo Becomes Nielsen’s New Digital Ad Ratings Data Provider in China
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Sina Weibo Becomes Nielsen’s New Digital Ad Ratings Data Provider in China

Combination of consumer data from Tencent and Sina Weibo to give Nielsen unmatched view of digital campaign audiences

Global leading information and measurement company Nielsen today announced that it is partnering with Sina Weibo, a Chinese microblogging website, in a collaboration that will take digital audience measurement one significant step further.

Sina Weibo will join Tencent as a key data provider for Nielsen Digital Ad Ratings measurement in China. The combination of these two massive data sets, calibrated against Nielsen’s high-quality data assets, will bring a new level of clarity and granularity to the understanding of online audiences. Nielsen’s Digital Ad Ratings will now incorporate Weibo’s more than 265 million monthly active user accounts to provide advertising audience data across websites and creative advertising formats on computers, tablets, and smartphones.

Nielsen will have access to Weibo’s interest tags to further define digital audiences by their specific behavioral preferences in forums, blogs and browsing behavior.   

“In the age of precision marketing, where the use of data management platforms and programmatic trading is on the rise, marketers are demanding more than traditional demographics and are increasingly segmenting consumers based on their online behavior,” said Del Levin, vice-president of Nielsen China. “We are delighted to add China’s largest blog portal to our Digital Ad Ratings measurement, enabling us to offer the market an even more in-depth look at digital campaign audiences.”

Until now, however, marketers have had no means to measure whether the advertising was effectively delivered to the audiences they seek. By combining the massive consumer data held by Tencent and Weibo, Nielsen will provide an unmatched view of standard audience demographics and behavioral preferences.

“Signing up Weibo as a Digital Ad Ratings data provider will make our measurement more credible, neutral and trustworthy,” said Li Xin, VP of Business Development for Nielsen. “This will be a great help for advertisers to ensure their brand messages reach the right people and maximize return on investment.”

Sina Weibo is one of the most popular social media sites in China, in use by well over 30% of Chinese internet users, with a market penetration similar to Twitter. It was launched by Sina Corporation on August 14, 2009. About a 100 million messages are posted each day on Sina Weibo.

“The difference of mobile internet marketing is the accurate recognition for the user’s identity and interests, and can help brands interact with users online deeply, so as to enhance the effectiveness of marketing campaigns and advertising ROI. Weibo’s partnership with Nielsen is in a wish to establish metrics that can help enterprises’ transition to mobile internet,” said Wang Yajuan, vice-president of Sina Weibo.

Tencent Corporate vice-president Steven Chang said Nielsen has a positive and open attitude of cooperation. Tencent and Sina Weibo will work together with Nielsen to build a digital ad rating measurement standard based on the massive data base. The establishment of this standard will help advertisers to more effectively and accurately measure the effects and ROI of their digital advertising.