Empowering advertisers and agencies to optimise their campaign investments and ROI with cross media ad measurement in Malaysia

Malaysia – 1 June 2022 – Nielsen is thrilled to announce the launch of cross-media ad measurement in Malaysia with Total Ad Ratings (TAR), to deliver independent and actionable reporting for deduplicated audience reach across TV and digital platforms (computer, mobile and tablet). 

TAR은 닐슨미디어코리아의 글로벌 디지털광고시청률 지표 DAR (Digital Ad Ratings) 데이터와 업계에서 높은 신뢰도를 쌓아온 닐슨 TV 시청률(Nielsen TV Ratings) 데이터를 통합해 TV와 디지털 매체 간  복된 도달률을 제거한 광고 측정 보고서를 제공한다.

특히 닐슨미디어코리아는 자사 DAR 서비스 데이터와 글로벌 빅테크 기업 구글의 데이터를 통합하여 유튜브 광고 인벤토리는 물론 디지털 플랫폼 전반에 걸쳐 광고 서비스를 측정하고 있다. 이를 기반으로 작성된 독립적인 시청자 보고서는 매체사와 광고주 간 거래 시 크로스미디어 측정 지표로 활용할 수 있다. 

주요 혜택:

• An independent & trusted measurement solution bringing together Nielsen’s own TV and digital solutions
• Deduplication across people-based datasets for best-in-class measurement
• Comparable metrics consistent with Digital Ad Ratings and Nielsen’s currency TV ratings
• TV·디지털 플랫폼 전반에서 중복값을 제거한 크로스미디어 커버리지 제공

Jon-Paul Best, Managing Director, Nielsen Malaysia said “As marketers are faced with measuring fragmented consumer behaviour across devices, and the prospect of third-party cookies becoming obsolete in the future, Nielsen continues to invest in its solutions to provide a methodology that is people centric and leverages critical inputs from independent media trading currencies including Nielsen TV Ratings and Nielsen Digital Ad Ratings.”

Arnaud Frade, Head of Commercial & Growth, Nielsen APAC said: “Our mission is to deliver measurement that powers a better media future for all people. We’re always working to provide independent, unbiased measurement and we are continually innovating to help move the industry forward with comparability as the key to prove the efficacy of campaigns. We are excited to have this innovative methodology now available in Malaysia and soon in other markets across Asia.”