Mumbai : Global marketing research firm Nielsen has launched India’s first digital advertisement measurement system that will help marketers in the country find out the return on investment of their campaigns on the internet and mobile platforms.
The Nielsen Digital Ad Ratings (DAR) system can measure all kinds of display and video ads across all digital platforms except Twitter and YouTube app on mobile phones and tablets, Nielsen India officials said, adding that these two platforms will soon be integrated with its digital tool.
“The new system will help advertisers and agencies gauge return on investment for every rupee they spend online,” said Prashant Singh, managing director at Nielsen India.
The new system can measure online advertising audiences, reach and frequency of digital ad campaigns, and gross rating points (GRP) of the ads like age group and gender of the audience who viewed the ad. DAR is already operational in more than a dozen countries including the US, China, Brazil and France.
Social media giant Facebook provides backend support and big data information to help Nielsen publish the report in all the markets except China where local firm Tencent partners the market tracker.
Nielsen DAR has come to India at a time when there is an explosive digital advertising growth in the country.
Digital Ad Ratings adds user demographics such as age and gender to add depth to online audience analytics like reach, frequency and gross rating point (GRP) metrics to help agencies and brands get an accurate picture of how their digital advertising campaigns are performing.