The Chinese social media giant and US ratings firm work together to enhance digital measurements.
As marketers continue to force the pace of digital advertising investments, the demand for more accurate measurements is increasing. This has led to China's Sina Weibo and the USA's Nielsen to broker a deal that will create a new digital ratings measurements standard.
Until now, Nielsen claims, marketers had little or no idea of whether their advertising was being delivered to the desired audience, or whether it was having the desired effect. With the sheer volume of internet users increasing and the rise of programmatic and precision marketing, insight into how effectively advertisements are being delivered is invaluable.
Sina Weibo, a microblogging giant often likened to Twitter, is an ideal partner for Nielsen, notching up over 100m posts per day and counting close to a third of China's online population as users. Weibo can segment users by key demographics on its platform, creating a compelling proposition for advertisers.
The two firms are also working closely alongside Tencent to help advertisers measure return on investment and digital engagement more accurately.