Entropia adopts Nielsen's digital ad ratings

Entropia has adopted Nielsen's digital ad ratings to offer its clients independent campaign reach, demographics and GRPs based measurement. Using an 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 (pictured), senior partner, Entropia said: “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 funnel.”Sourabh Agarwal, principal, data and performance from Entropia added that “knowing unique audience Reach is critical for cost per view-based campaigns. As advertisers are shifting investments towards audience driven campaigns it’s become 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 offline 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," he added.“We are extremely happy to be engaged by Entropia for our Digital Ad Ratings (DAR) 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,” said Richard Hall, Nielsen Malaysia’s country manager.