Nielsen Thailand has launched a multi-screen ratings measurement in Thailand for the first time in a bid to help marketers and media owners target offline and online audiences more effectively.
Sinthu Peatrarut, managing director for media client leadership in Thailand, Vietnam and Myanmar, said Thailand was the first country chosen for the Total Ad Ratings service because more than 44 million Thais access the internet via smartphone, according to Line Thailand.
A report by Thoth Zocial said Thailand has 47 million Facebook users, 11 million on Instagram and 9 million on Twitter.
With the new ratings service, Nielsen promises marketers and media owners a combined and unduplicated view of the total advertising audience across TV, computers, tablets and mobiles.
Mr Sinthu said Total Ad Ratings will enable marketers and media sellers to better understand how TV and digital media work together.
"The newest multi-screen ratings measurement brings multi-screen comparability and standardisation to the market, which ultimately helps advertisers and agencies make smarter and more effective advertising campaigns," he said.
In the past, traditional TV and digital advertising reach was measured separately, making it difficult for marketers and media owners to quantify their multi-screen audience.
"As media consumption continues to become more fragmented and platform-agnostic, our clients are depending on quality third-party measurement to help them adapt and reach their audiences with greater precision, regardless of the screen they're on," Mr Sinthu said.
He said Total Ad Ratings lets clients understand and optimise the relationship between television, computers, tablets and mobiles, helping them unlock hidden value, improve effectiveness and ultimately increase return on investment.
Mr Sinthu said developing campaigns and content for brands and advertisers in today's complex media market is important, and they should start with understanding the right audience to target while still interacting with the right types of content and platform.
"It's all about measuring people, not devices, across screens and publishers, and Nielsen is committed to measuring the total audience regardless of what screen they're on," he said.
