Combination of consumer data from Tencent and Sina Weibo to give Nielsen unmatched view of digital campaign audiences
Shanghai-June 27- Global leading information and measurement company Nielsen today announced that it is partnering with Weibo, a Chinese microblogging website, in a collaboration that will take digital audience measurement one significant step further. The two parties also announced the release of Digital Brand Effect (DBE), a digital solution that can help advertisers effectively understand the influence of digital advertising marketing.
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 by Nielsen’s data science, will bring a new level of clarity and granularity to the measurement of online audiences. Nielsen’s Digital Ad Ratings is able to incorporate Weibo’s more than 340 million monthly active user accounts to provide advertising audience data across websites, creative formats and devices.
Nielsen will use Weibo’s interest tags to further define digital audiences by their specific behavioral preferences so as to better help advertisers and media companies to change and improve their advertising strategies. Beyond defining audience age and gender, advertisers will be able to see breakdowns of audience by income (High, Middle & Low), car ownership and children in the household.
“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,” 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.”
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.
“Signing up Weibo as a Digital Ad Ratings data provider will make our measurement more comprehensive, and trustworthy,” said Vishal Bali, Managing Director of Nielsen China.
“We are glad to cooperate with China’s biggest microblogging website and this will help us make a huge progress in precise measurement. This will be a great help and great benefit to advertisers to ensure their brand messages reach the right people and maximize their return on investment.”
Vishal said that the fragmentation of the digital environment is creating complexity for advertisers when it comes to media coverage and understanding consumer behavior. To clearly identify the target audience is especially important for advertisers in such a complicated environment. However, without big data, traditional marketing approaches cannot meet this need.
Nielsen’s cooperation with Weibo would not only add to the existing big data set that Nielsen has, but it would also provide specific behavioral data that would further enhance the value clients’ drive out of Nielsen Digital Ad Ratings. In this way, advertisers, media agencies and advertising media platform can see more clearly whether their digital ads reach their target receivers and also understand better the outcome and return.
“We need a unified measurement standard in digital advertising with the rapid development of mobile Internet. With this goal and Nielsen’s professional competence, Nielsen will cooperate with Weibo and Tencent to establish an independent, scientific and precise third-party measurement system that will finally benefit the whole digital system.”
Today, Nielsen and Weibo also announced that they will launch Digital Brand Effect (DBE). This solution can help advertisers to more quickly understand the influence of digital advertisement. By calculating a key metric —Brand lift, DBE measures the actual influence and value that digital advertisement has on dimensions such as brand recognition, interests and willingness to spend for a brand. Therefore, advertisers not only can measure marketing effect from interaction but also can further understand the changes in consumers’ opinions post exposure, for example, whether they have paid attention to ads or whether they have increased willingness to spend.
In the past several years, Nielsen has collected mass data in China and abroad, and can compare and assess them for different industries, categories and brand dimensions.
Vishal said：“Nielsen DBE has the experience of cooperating with Facebook and Twitter and also help many world-famous brands to successfully optimize their input-output ratio of digital advertising. With Nielsen DBE, advertisers can better understand the influence of digital advertising on brands. Through long-term observation and optimization, DBE can continuously improve core brand dimensions.”
“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.
About Nielsen Digital Ad Ratings
Nielsen Digital Ad Ratings provides a comprehensive, next-day view of ad’s online and mobile audience in a way comparable to the Nielsen TV ratings. Powered by the largest user databases and the highest quality panel in the world, Nielsen Digital Ad Ratings is setting a new industry standard for digital audience measurement.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which 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 also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.