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Nielsen gets measurement solution to Australia

Nielsen, a global provider of information and insights into what consumers watch and buy, has announced the availability of Nielsen Online Campaign Ratings in Australia to help advertisers and publishers measure their effectiveness to their audience in Australia.

Nielsen Online Campaign Ratings measures the audience of online advertising, providing reach, frequency and gross rating point (GRP) metrics as well as demographics such as age and gender. Steve Hasker, Nielsen’s president, global product leadership, said, “As advertising plans increasingly reach across platforms and borders, we look forward to continuing our work with marketers around the globe and offering them actionable insights to determine the effectiveness of their campaigns.”

The solution uses a patent-pending process combining traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers, including Facebook. “Nielsen Online Campaign Ratings has helped drive marketers toward an audience-centric buying and selling approach in the U.S. and promises to similarly transform other markets by bringing that same standardization and accountability,” said Brad Smallwood, VP, Measurement and Insights at Facebook.

Moreover, the new solution helps brands optimise their awareness and reach amongst consumers whichever platform they are on. Mark Kaline, Global Media Director, Kimberly-Clark Corp, said, “Using Nielsen Online Campaign Ratings, we’re optimizing our brands’ reach based on the audiences that make sense for each commercial program—whether it’s a banner ad or a video commercial. Having that ability in more and more markets will go a long way in helping us drive higher paid digital ROIs around the globe.”

The agency is now looking to further expand the presence of Nielsen Online Campaign Ratings to more markets in 2013 and beyond.