Nielsen to test online effectiveness

Hong Kong - As the call for a trusted online measurement tool grows, Nielsen in partnership with Australia's Interactive Advertising Bureau has launched a service called Online Advertising Effectiveness.

The Online Advertising Effectiveness goes beyond click-through rates to include brand awareness, execution diagnostics and purchase intention.

The use of the cookie technology also helps isolate the communications impact to online channels alone.

The Nielsen Media Index shows internet usage has risen from 53% to 60% year-on-year, indicating an increasing reach of the internet among Hong Kong population.

"Yet spending on online advertising has experienced a relatively stable growth, presenting huge room for further growth," Joseph Kam, commercial director of Nielsen Online for Hong Kong and Taiwan, said.

Five major online publishers in Australia including Yahoo!, MSN, Fairfax Digital, News Digital Media and Sensis MediaSmart have been testing Nielsen's product.

In other news, Nielsen Hong Kong has appointed Celia Fan (pictured) to head up its media business in Hong Kong.  

She will be a member of the Nielsen management team and report to Fanny Chan, managing director of The Nielsen Company Hong Kong.