In a first for Africa, marketing research company Nielsen has announced the launch of Nielsen Digital Ad Ratings (DAR) in SA. The digital advertising measurement tool provides gross rating points (GRPs) – a measure of advertising impact – for individual campaigns’ digital audiences across smartphones, tablets and computers. This will allow advertisers, media houses and publishers to establish maximum reach across all digital campaigns. Richard Lord, business unit manager of the MediaShop, says that, in principle, the introduction of Nielsen’s DAR will be a good thing – particularly in terms of breaking digital into a currency that everyone involved in media will understand. This will make digital more accessible and understandable to all industry players, and this, in turn, will drive digital spend.
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