Nielsen Online Rolls Out in India and Middle East

Nielsen Online - the research giant's online audience and consumer behaviour division - has launched its services in India, as well as in the UAE and across the Middle East.

The operation in India will be led by Karthik Nagarajan, Associate Director of the Client Solutions Information Technology practice. As part of the expansion, the firm will make its AdRelevance and Market Intelligence services available in the region, to track and analyse online ad and industry trends, and provide detailed demographic audience measurement reports.

The firm says this expansion is in line with its global plan to set up 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,' explained Mark Ottaway, VP Regional Services, Asia-Pacific. 'We see this market at par with these advanced markets in the next 4-5 years.'

Ottaway added that the firm's services are currently being trialled by clients in the region and the first report and service offering will be ready in the next 3-4 months.

In the Middle East, Nielsen Online is also making its Internet audience measurement and web analytic solutions available to clients. These tools are based on 'page tagging' technology and include SiteCensus - a web analytics tool that offers insights about the behaviour of visitors to a site; and Market Intelligence - which provides market-level information on web sites for both the publishing and advertising industry.

'By adding these services to our product portfolio - not just in the UAE, but across the Middle East - Nielsen is expanding our capabilities and expertise across this dynamically evolving region,' said Piyush Mathur, MD Nielsen UAE.

Nielsen combined its Nielsen//NetRatings division with BuzzMetrics to form Nielsen Online in October 2007. Last autumn, the firm rolled out its AdRelevance service in Taiwan; for the first time, standardising the product categories for research on both online and offline media.

Web site: www.nielsen-online.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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