TubeMogul, an enterprise software platform for brand advertising, has integrated Nielsen’s Digital Ad Ratings desktop measurement tool into its platform.
The programmatic video advertising company said Nielsen Digital Ad Ratings – formerly branded as Online Campaign Ratings (OCR) – reporting is now embedded in the TubeMogul platform across Singapore, China, Japan, Indonesia, and the Philippines.
Nielsen’s Digital Ad Ratings (DAR) provides an audience age and gender verification tool for digital campaigns targeted to desktop sites, similar to that offered in the television advertising market.
The arrival of Nielsen’s desktop ratings system to Southeast Asia, China and Japan will enable brands and agencies to deliver a proven measurement methodology to brand marketers keen on tracking performance.
The move comes at a time the market is seeing a consolidate push towards greater audience. Most recently Facebook recently partnered with Nielsen to measure Facebook video ads using TRP as the metric. StarHub and Singtel both have inked deals with Nielsen this year to introduce RPD technology in Singapore as part of their new television audience measurement system.
Read more about DAR here:
- Nielsen to measure ads digitally across Asia
- What Nielsen’s Digital Ad Ratings mean for the industry
“Nielsen has a well-earned reputation as a global leader in audience measurement and verification, and their Digital Ad Ratings offering provides a common metric to verify audience reach on the desktop,” said Joseph Sales, digital director, MediaCom Singapore.
“Their integration with TubeMogul, gives us an industry-leading solution that we can implement across Southeast Asia.”
DAR also enables agencies to implement an accepted and proven metric to track the reach of their desktop and mobile advertising campaigns.
Nielsen announced that it was expanding the tool beyond the U.S. in July this year.
“The expansion of Nielsen’s Digital Ad Ratings solution into Southeast Asia and Japan illustrates our commitment to these important and growing advertising markets,” Stuart Pike, head of digital measurement in Southeast Asia, North Asia and Pacific said.
“We are delighted to support our agency, media and advertiser clients, such as TubeMogul, across Asia to provide them with a greater understanding of the impact of their digital advertising campaigns.”
TubeMogul said it was vital to bring the ratings system to Southeast Asia as rapidly as possible in order to spur increased brand investment in digital advertising.
“Nielsen Digital Ad Ratings empowers advertisers with independent verification that they have reached their intended audience and allows them to better measure the performance of programmatic desktop video and display advertising campaigns,” Susan Salop, TubeMogul vice president of Asia, said.
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