The Nielsen Company (formerly AC Nielsen), has launched its Nielsen Online’s services in India. The company is an independent measurement and analysis of online audiences, consumer behaviour and advertising firm. Nielsen Online will launch two of its services AdRelevance and Market Intelligence in India out of its 11 odd online research services.
AdRelevance provides information to help build effective and timely marketing campaigns and can be used by those who buy, sell and even those who make and analyse advertising online. While Market Intelligence is primarily a benchmark tool against the performance of other players in the market. However, Market Intelligence works in conjunction with Site Census, a browser toolbar for measurement of traffic and benchmarking is complied against other sites accessed by those using the toolbar – in simple blogger words another Alexa.
With regards to the launch, Mark Ottaway, vice-president, regional services, Asia-Pacific, Nielsen Online said that, “Our services are under trial right now by some clients and it would be ready with its first report and service offering in the next 3-4 months.” In essence it means that Nielsen doesn’t have any concrete numbers regarding numbers just yet, so probably we can get some word coming from them in the coming quarters to analyse and discuss. The release also says that the expansion is in line with Nielsen’s global plan to set base in new and emerging markets. “The growth and internet usage patterns in India are similar to that of the UK and Australia markets 4-5 years back. We see this market at par with these advanced markets in the next 4-5 years,” said Ottaway.
We have covered other traffic and online advertising measurement tools and had even complied a comparision study of the various tools available online. And of course the reports that industry and private research guys release from time to time. We have also studied the launch of measurement and research tools by advertising channels and networks earlier on WATBlog. This news it seems might have an impact on the existing players. The biggest draw in favour of Nielsen is its existing offline research expertise which forms a formidable advantage. In fact one of the other products of Nielsen Online is an online impact tool, which measures the offline impact of online campaigns. Though we have no word right now on whether these products will also find their way, there doesn’t seem any likelyhood of them not finding their way to Indian markets in the future.
I have always had my doubts on online data for a vareity of reasons, and with newer browsing habits formed with newer tools it is even more difficult to provide an accurate data. For instance, with Firefox came tabbed browsing (or was it Opera?), and now I have sites opened on various tabs since the past 4 hours, none of which I’m currently reading, now that does arise the chance of my visit being tracked as 4 hours right? Now consider me using the site for four hours (on the same page let’s say, reading a huge comment list on a blog perhaps). Have our research friends built the technology to differ between these two visits? Again it’s not just this specific point I need an answer on, but various other related browsing habits. Whether it’s Neilsen or any other measurement agency, plugging these gaps will eventually decide the winner.
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