Indonesia- November 17, 2021 – Today Nielsen (NYSE: NLSN) announces its plans to bring cross-media measurement to Indonesia in 2022, providing publishers, agencies and marketers with monthly linear broadcast and mobile streaming audience data for the first time. Embracing the Nielsen ONE vision, the landmark milestone will place Indonesia at the forefront of global audience measurement.
The announcement follows the successful completion of a single-source audience measurement pilot by Nielsen in September 2021. The pilot ran between July and September 2021 and included a single-source view of linear television and mobile streaming data for 1,000 individuals aged 15-44 years old in Jakarta. Through the pilot, Nielsen was able to produce critical market insights, and the first view of mobile streaming audiences deduplicated with linear television audiences. The measurement was enabled by breakthroughs in passive panel-based measurement, enabling the capture and convergence of multiple streams of consumer viewing data.
In Indonesia, upon launch in 2022, this measurement will be enabled by a robust and reliable single-source panel to provide media buyers and owners with an independent, granular dataset delivering a monthly view of how people engage with video content across linear television broadcast and mobile streaming. With a single, deduplicated audience number, marketers will have visibility into viewers by platform, as well as the unique demographic profile of each streaming platform and channel.
It also complements Nielsen’s existing Total Ad Ratings measurement solution, facilitating consistency between the measurement of digital content and advertising performance.
This solution will transform how streaming platforms and broadcasters commercialise their services. With a competitive and comprehensive view of audience incrementality across linear broadcast and streaming, they can sell with a differentiated value proposition to advertisers and agencies.
For agencies and advertisers, this cross-media measurement will enable an understanding of where and when target audiences are engaged with video. These insights will help marketers gain efficiencies in their media spend and increase reach by optimising investment decisions between television and digital by effectively adapting to where the audiences are.
Hellen Katherina, Indonesia Executive Director, Nielsen said: “Today consumers are moving seamlessly between linear, streaming and digital, so your measurement should too. As a global leader in measurement, data and analytics, Nielsen’s vision is to empower clients with trusted intelligence that fuels action. Measuring behaviour across all channels and platforms to discover what audiences love.”
INDUSTRY SUPPORT FOR CROSS VIDEO MEASUREMENT
Janoe Arijanto, Chairman of P3i (the Association of Media Agencies in Indonesia)
“The marketing communication landscape has increasingly put multi-screen campaign approach as important and unavoidable. Interestingly, The cross-platform measurement that Nielsen initiated can be one solution that provides a single currency across various platforms in a more accurate and transparent way. For the advertising ecosystem, cross-platform measurement will spur more campaigns in the already complex landscape, in a measured and more efficient way.”
Dian Gemiano, Chairman of Indonesia Digital Association
“The Indonesian digital advertising community has been waiting and pushing cross-media measurements for ages because in reality people are already engaged with multiple media touchpoints seamlessly. Nielsen has paved the first milestone of a crucial journey by providing cross video measurements and I do appreciate the initiatives. An exciting time for Indonesia’s advertising industry!”
Eka Sugiarto, President of APPINA (Indonesian Advertisers Association) welcomed the now available solution of cross-media video measurement through this pilot and the related findings. The initiative is a work in progress that will require collaboration from the media ecosystem, with the audience and consumer centricity at heart. “We look forward to learning more about the next plans to scale and also the planning tools under development.”