Nielsen Brings Online Brand Effect to Aus

Nielsen has rolled out its Online Brand Effect solution in Australia, offering clients there the ability to measure and optimize the effectiveness of their online advertising efforts in real-time.

The launch follows Nielsen's recent acquisition of brand impact and optimization measurement specialist Vizu, which combined with other Nielsen capabilities, forms the basis of the Online Brand Effect solution.

Launched earlier this year in the US, the solution enables ongoing monitoring of overall online campaign performance, as well as performance drivers such as different creative, messages, audience segments and frequency. Additionally, an expanded view feature allows advertisers to customize the process and deliver metrics specific to their needs.

Matt Bruce (pictured), MD of Nielsen's Media business in Australia, comments: This new service is providing the insight to enable our clients to adjust their online campaigns in-flight, based on real-time reporting, and that's something that they're really excited about as it means achieving maximum ROI.'

The launch follows the debut of the Nielsen TV Brand Effect solution in China, Germany and France earlier this year, and the firm says it plans to continue to develop this product suite and roll it out in additional international markets in the near future.

Web site: www.nielsen.com .