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Online campaign rating for Indian marketers

Farshad Family, Nielsen Media India

To help marketers understand the impact and efficacy of their digital campaigns and to gauge the return on investment in digital media, Nielsen Media India has announced the availability of its Nielsen Online Campaign Ratings(OCR), a new measurement system that was first launched in the US market in 2010. It is aimed at giving the marketers greater accuracy, faster reporting, and wider coverage to understand the result if their digital spend. 

This was revealed by Farshad Family, managing director, Nielsen Media India, during the recent Rich Media Rocks 2012, that was organised by Microsoft Advertising in Delhi, India. The reason Nielsen is planning to bring OCR to India because online converts to only 4 per cent of the Indian advertising market. He revealed that due to the lack of ‘brand friendly’ online campaign measurement capabilities, the marketers are unable to realise the potential of online advertising. During his presentation on ‘A compelling research discussion to understand audience behaviour online towards advertising and also social interactions’ Family said, “The existing metrics are not really what marketers are looking for. The three key objectives for the introduction of OCR are to make the metrics comparable, real-time and to integrate.”

So what will OCR do? This new system will provide marketers with a better understanding of their ROI, and will give media companies a much needed tool to prove the value of their audiences. Marketers and media companies alike will now have a simpler way to measure the combined reach of TV, the web and even mobile advertising. Reach alone doesn’t tell the whole story, however, and Nielsen intends to combine the ratings with cross-platform advertising effectiveness metrics to provide a complete view. According to the company statement made when OCR was first launched in the US, the new system used an innovative, patent-pending process combining traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data contributors. Using its unique approach, Nielsen will be able to provide reach, frequency and Gross Rating Point (GRP) measures for online advertising campaigns of nearly any size, running nearly anywhere on the web. Campaign reporting will be available within just days after the launch of a campaign, providing vital delivery information in-flight to both advertisers and publishers.

Family further added that for the Indian businesses, the benefits of OCR will be wide ranging from comparability to providing an insight for planning. It also provides “privacy with specificity”. The new OCR model will work through various steps including ‘Tag ads’ to ‘counts’ and ‘assign demos’, finally resulting in ‘calculation’ and ‘reporting’. Talking about the rationale behind OCR, Family said, “It brings digital as a medium out of single-digit zone and becomes a bigger part of the thinking of a CMO.”