Top News

ABC introduces digital measurement backed by Nielsen’s technology

Audit Bureau of Circulations (ABC), an independent body that
provides audited newspaper and magazine circulation, is now getting into
measurement of digital properties, reported
Exchange4media.

Audit Bureau of Circulations (ABC), an independent body that
provides audited newspaper and magazine circulation, is now getting into
measurement of digital properties, reported
Exchange4media.

This is going to be the first such initiative to offer
industry‐accredited digital measurement. The solution is powered by Nielsen,
who is providing a comprehensive end‐to‐end measurement across devices.

The service, which goes live from Q3 2016, fills an
important gap for digital property owners by offering them precise audience
metrics. The solution being deployed by Nielsen measures audiences consistently
across PC and mobile, providing the media industry with highly accurate
measurement of online text content, as well as key performance metrics such as
reach, frequency and demographics

Optimising big data to understand demographics, ensuring
granularity of data while providing insights complemented by weekly sectional
reporting across different devices, will empower digital property owners,
advertisers and agencies to take informed decisions.

“The rate at which spends are shifting to digital, it has
now become imperative to have a transparent system for understanding digital
audiences, whether they are accessing information on websites or apps, from
their PCs, tablets or mobile phones. This digital measurement service will add
to ABC’s existing circulation audit service for publications. We are not
restricting ourselves to the print publisher fraternity, but will extend the
service to include digital property owners across sectors. This is a historic
moment, as for the first time in India, an industry body has started a service
of this kind” said Shashidhar Sinha, Chairman, Audit Bureau of Circulations.”

“Nielsen’s collaboration with ABC is testament to our expertise
in the digital measurement space. We are both privileged and excited to be
associated with this landmark service,” said Prashant Singh, Managing Director,
Nielsen India Region. “We know it is essential to understand digital
consumption patterns to truly understand today’s consumer. For the digital
property owners community, the industry backed numbers will lend credibility
and provide a massive boost to their growing digital presence. This
sophisticated solution will address fragmentation across niche digital
properties, user segments of all sizes and most importantly a complete view
across devices – giving advertisers and agencies a comprehensive picture and
measure of return on investment for their digital spends.”

Hormuzd Masani, Secretary General, ABC said “The outreach
will be to all digital properties, going beyond ABC publisher members, and will
bring about standardization and higher accountability in measuring the consumer
base with the backing of industry accreditation. This will prove to be an
important and path‐breaking currency for a fast evolving and dynamic industry.”

Across media, digital is witnessing the highest year‐on‐year
growth of nearly 30%. While there are some marketers who have allocated over
20% of their marketing budget on digital, nearly all brand marketers are
looking to spend more. This is more so due to the fast‐growing internet user
base creativity and innovation possible on the digital medium, and the ability
to better reach targeted audiences. The ABC digital measurement service will
empower digital property owners to prove their capabilities in being able to
reach the right audiences.

Show More

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Close