Entropia to offer independent campaign reach via Nielsen Digital Ad Ratings
KUALA LUMPUR: Entropia has adopted Nielsen Digital Ad Ratings to offer its clients independent campaign reach, demographics and gross rating points (GRPs) based measurement.
Available in 24 countries, Nielsen Digital Ad Ratings measures the demographics, unique audience, reach, frequency and GRPs for an advertising campaign’s full digital audience across computers, tablets and smartphones in a way comparable to TV.
Using a unique, 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, Entropia said.
Entropia senior partner Prashant Kumar said: “More and more people are living programmatic lives. Every choice we make online can be an input into the way the online world we see moulds itself to our individual liking. This in due course can create a self-affirming bubble and takes us away from the neutral reality. This can limit our growth.
“As with individuals, so for brands — it’s important that brands do not retarget the same people relentlessly. They must cast their net wider among the wouldbe-users, light users and flirters”.
Sourabh Agarwal, its principal of data and performance, said knowing unique audience Reach is critical for cost per view-based campaigns.
As advertisers are shifting investments towards audience-driven campaigns it’s 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 to bring reach, where they can pluck the lowest hanging fruits.
As digital spends grow for categories such as fast-moving consumer goods, reaching your target audience is going to be key to growing longterm market share.
“By adopting Nielsen Digital Ad Ratings, Entropia is enabling their clients to understand their digital audience no matter where they are or how they interact with their advertising,” said Stuart Pike, Nielsen’s International Digital Product Leader.
“This understanding, delivered in a way that is comparable with offline metrics, ultimately allows marketers to optimise their audience reach across platforms while maximising their return on ad spend,” he said. Stuart Pike
Nielsen’s International Digital Product Leader