Nielsen said it is renaming Online Campaign Ratings, its digital measurement product, with the new name Digital Ad Ratings, reflecting that the service also measures audiences using mobile devices such as smartphones and tablets in addition to computers. The service, launched in 2011, combines Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers to measure the effectiveness of television campaigns' extended to online ads. Nielsen said it has improved the service's user look and feel and has added in more demographic information from Experian and Nielsen. New data include estimated household income; race and ethnicity; family size and education level.
“The enhancements we’re making to Nielsen Digital Ad Ratings are about simplicity, and reflect Nielsen’s ability to grow and adapt our services to meet the needs of clients,” Megan Clarken, EVP, Global Product Leadership, Nielsen, said in a release. “As part of our ongoing effort to measure Total Audience, we will continue to evolve our offerings to provide the most accurate picture of the consumer, wherever, whenever and however they view content.”
As for the user interface enhancements, Nielsen said they include: "a dashboard displaying an overview of the client’s set of campaigns, including alerts and status (active and inactive), and dynamic, exportable charts and graphs built to match clients’ workflow and major analytic needs, in addition to the established data tables from existing Digital Ad Ratings campaign reporting." Searching campaigns by ID or name also have been made easier, Nielsen said.