Global Brands Are Getting More Digital Ad Measurements

Nielsen extends ratings system to Asia

Interactive marketers working for global companies in parts of Asia can finally compare their work to colleagues in other regions in an apples-to-apples fashion. Well, that is, if they are using Nielsen's analytics platform like Unilever and Colgate-Palmolive are.

On Tuesday, the New York-based measurement company announced it has extended its Digital Ad Ratings to Singapore, Japan and Indonesia, while the system will go live in the Philippines, Thailand and Malaysia by mid-fall. Last month, Nielsen extended the offer to China, where digital advertising growth seems to have explosive potential in the coming years. During the third quarter, Mexico will also get Nielsen's program, which competes with comScore's similar systems for marketing measurement dollars.

"We look for the best marketing [return on investment]—and the best tools to gauge that," Jennifer Gardner, Unilever's director of North American media investments and partnerships, said in a statement. "Nielsen Digital Ad Ratings is an exciting resource that brings a more rigorous standard to our online campaigns and consistency in measurement strategy across our portfolio of brands."

Digital Ad Ratings, called Nielsen Online Campaign Ratings when it began in 2011, is now available in 12 markets, also including Australia, Brazil, Canada, France, Germany, Italy, the United Kingdom and the United States.