Nielsen Online has brought its online audience measurement system to India and is readying two of its services AdRelevance and Market Intelligence.
Mark Ottaway, vice-president, regional services, Asia-Pacific, Nielsen Online told Business Standard, “In tight times when advertisers are examining every dollar spent on advertising, there is a really strong desire for authentic third party numbers.”
In India, Nielsen Online will provide two services – AdRelevance and Market Intelligence – in the next 3-4 months. While AdRelevance is an online advertising sector-specific service that tracks and analyzes industry trends, advertiser activities and campaigns, Market Intelligence will generate detailed demographic audience measurement reports. The India operations will be led by Karthik Nagarajan, associate director, client solutions information technology practice, The Nielsen Company.
There is no doubt that the burgeoning Indian online advertising industry requires authentic market statistics but can we really expect any? Research agencies are crowding the arena and information available is ambiguous at best. But we should not be too critical of methodologies adopted by audience research agencies as online data can not be accurate. So we wonder if yet another agency, albeit from the Nielsen stable, will be able to provide a clearer picture of the industry, or will it end up adding to the confusion that already exists?
Komli Media recently launched its free online service Vizisense which tracks the Internet usage of over 10,000 users, obtains statistics from the websites which install the analytics and also census data. It offers publishers demographic information such as Gender, Age, Income, Education level and Marital Status. Komli told Medianama earlier that it is targeting a panel size of 50,000 to 100,000 users. We had highlighted IMRB International’s plans to launch an independent measurement system headed by Balendu Srivastava here. Comscore’s paid service and Google’s AdPlanner are also used by media publishers.