Adotas » nielsen-online

Nielsen Online Expands to China

Kathleen — Fri, 10 Oct 2008 15:49:23 +0000

ADOTAS – As gloomy reports about the future of the online ad market continue to trickle in, Nielsen Online is headed to China, where the Internet audience is booming. Nielsen is teaming up with Beijing media usage tracker ChinaRank to develop and deliver robust Internet measurement and analysis services, the company said.

The new venture, dubbed CR-Nielsen, has been officially licensed to operate in China and has received wide industry support; it is the first company authorized to support the delivery of standardized Internet measurement services in China, the company said.

“With more than 250 million Internet users, China represents a significant opportunity for our clients, and there has been a loud call to support this expanding market with high-quality, independent online measurement services,” said Itzhak Fisher, executive chairman, Nielsen Online. “We are delighted to be partnering with ChinaRank to develop and deliver services that combine its leadership and expertise in the local Internet market with Nielsen’s advanced and innovative analysis, product offerings and global footprint.”

CR-Nielsen has released some initial findings about the budding online ad market in China. Display ad spend, for example, only amounted to about $675 million in H108, compared to $6 billion spent in the U.S.

Google Muscles Into Ad-Planning Territory

Kathleen — Tue, 24 Jun 2008 13:40:58 +0000

ADOTAS – Not satisfied with merely ruling the Internet and search engine advertising, Google has set its all-consuming eyes on the advertising industry as a whole. The titan will reportedly offer advertisers a free media planning tool called AdPlanner that it said will help them track down the audiences they want to target (official announcement due later today).

The move into interactive advertisers’ research and planning domain underlines Google’s new investment in and commitment to analytics and data management (just yesterday, the company unveiled Google Trends for Websites).

AdPlanner was created to help agencies locate desirable Web sites – it uses audience measurement and search engine data, along with research from third parties to precisely target desired demographics.

Established ad planning companies like Quantcast, comScore and Nielsen Online provide similar services.

Nielsen Answers The $2.7 Million Super Bowl Question

Sarah Novotny — Thu, 13 Dec 2007 20:53:10 +0000

The Super Bowl can be a holy grail or a holy terror for advertisers. The Nielsen Company is looking to help companies figure out the equation of this massive marketing moment to ensure optimal ROI. Since the Super Bowl does cost advertisers $2.7 million in one shot, this information is imperative for any looking to take the plunge.

Which Super Bowl commercials will stimulate the most buzz online and around the water cooler this year? Will the buzz be favorable or damaging to brands? “The Super Bowl represents the ultimate ‘torture test’ in marketing ROI, and the buzz factor is often the final arbiter of success or failure of the advertising,” said Pete Blackshaw, Executive VP of Strategic Services, Nielsen Online. “Brands that wrap holistic, well-integrated marketing programs around the television advertising typically reap higher dividends.”

Nielsen Online’s Super Bowl buzz-monitoring program includes analytics of data across 70 million blogs, message boards, online communities, video sharing and sport-enthusiast sites. Buzz is measured by volume, emotion, favorability, specific issue and penetration among influential consumers. The 2008 offering will build on last year’s program which includes data and analysis from video data, survey findings and analysis.

On top of these features, Nielsen has also launched a blog called “The Road to the Big Game,” which covers themes related to the game. The site will also host a free webcast on January 3rd to discuss learning and findings from 2007.