Kuala Lumpur – Nov 7, 2016 – Entropia has adopted Nielsen Digital Ad Ratings to offer its clients independent campaign reach, demographics and Gross Rating Points (GRPs) based measurement.
Available in 24 countries around the world, Niesen Digital Ad Ratings measures the demographics, unique audience, reach, frequency and GRPs for an ad campaign’s full digital audience across computers, tablets and smartphones in a way comparable to TV. Using a unique accredited methodology, Nielsen Digital Ad Ratings not only identifies who was reached with great fidelity but also establishes duplication across devices with almost census-like certainty.
Prashant Kumar, Senior Partner, Entropia said “More and more people are living programmatic lives. Every choice we make online, can be an input into the way the online world we see moulds itself to our individual liking. This is due course can create a self-affirming bubble – an echo chamber – and takes us away from the neutral reality. This can limit our personal growth.
As with individuals, so for brands – it’s important that brands do not retarget the same people relentlessly. They must cast their net wider among the would-be users, light users and flirters. In other words, they must seek ‘audience reach’ in their campaigns in order to grow. And they need a rigorous metric to measure that. Nielsen Digital Ad Ratings is going to be an essential feature of our digital campaigns, especially those focusing upper and mid funner.”
Sourabh Agarwal, Principal, data and performance commented, “Knowing unique audience Reach is critical for cost per-view based campaigns. As advertisers are shifting investments towards audience driven campaigns , it’s becoming more important to measure quality of audiences and Nielsen’s viewable GRPs and Reach provides an understanding of how well we reached our target audience in a way that is consistent across online and offline.”
A lot of online spend today focuses on the lower funnel. In effect, these activities depend on online media or PR to bring reach, where they can pluck the lowest hanging fruits. As digital spends grow for categories such as FMCG, reaching your target audience is going to be key to growing long-term market share.
“By adopting Nielsen Digital Ad Ratings, Entropia is enabling their clients to understand their digital audience no matter where they are or how they interact with their advertising,” said Stuart Pike, Nielsen’s International Digital Product Leader. “This understanding, delivered in a way that is comparable with offline metrics, ultimately allows marketers to optimise their audience reach across platforms while maximising their return on ad spend.”
“We are extremely happy to be engaged by Entropia for our Digital Ad Ratings services. The adoption of our DAR is a forward move as it basically provides a scorecard on how a client’s online campaign is performing and reassures the client that their campaigns are reaching their intended audience. We are confident this cooperation will further reinforce Entropia’s continual commitment towards measuring and delivering on-target audience performance.” notes Richard Hall, Nielsen Malaysia’s Country Manager.
“Nielsen Media has for decades been the gold standard of trading currency in the industry. In the chaotic world of diverse, complex and fast evolving digital currencies, it’s useful to have a partner with neutrality and rigor.” added Prashant.
Entropia – the new agency meets consultancy – has seen an excellent reception in the market with a ‘native to digital age’ offering, winning a series of businesses such as Tesco and Nippon Paints from Group-M and Etika’s (PepsiCo bottler) 18 brands portfolio, AIA, J&J Beauty and Sanpro brands, among others.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Company’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
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