Global marketing research firm Nielsen has launched India’s first digital advertisement measurement system that will help marketers in the country to find out the return on investment of their campaigns on the internet and mobile platforms.
- The Nielsen Digital Ad Ratings (DAR) system can measure all kinds of display and video ads across all digital platforms except Twitter and YouTube app on mobile phones and tablets.
- Social media giant Facebook provides backend support and big data information to help Nielsen.
The new system can measure online advertising audiences, reach and frequency of digital ad campaigns and gross rating points (GRP) of the ads like age group and gender of the audience who viewed the ad.
- DAR is already operational in more than 12 countries including the US, China, Brazil and France.
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