MUMBAI: Xaxis India, the Outcome Media Company and GroupM’s advanced programmatic arm, has partnered with global measurement and data analytics company Nielsen Media as a primary digital audience measurement provider in India to bring industry-wide third-party verification for Xaxis View, Video Premium, and Audio campaigns.
As a ‘mobile-first’ market, analysis of mobile media consumption habits is crucial for success. With Nielsen’s Digital Ad Ratings now offering mobile measurement across leading social, video and audio streaming platforms, Xaxis and its clients will get an accurate read of demographics, reduplicated unique audience numbers, as well as reach, frequency and gross rating points (GRPs) for all campaigns.
“Measurement is the first step to effect a change. I am excited at the prospect of Nielsen and Xaxis collaborating to set a gold standard in audience measurement, driving more meaningful outcomes and thus creating unique value for Xaxis clients. With Nielsen’s mobile measurement capabilities, coupled with Xaxis’ AI-led machine learning capabilities, we are in a unique position to not just bring robust cross-platform and cross-device measurements, but drive custom on-target reach outcomes for our clients across a suite of Xaxis Video and Audio products,” Xaxis India National Head of Product and Marketing Science Rita Sahajpaul.
Nielsen recently announced that it had expanded advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings. With this expansion, Xaxis can access the more granular understanding of YouTube audiences in a manner comparable to TV audiences.
These insights can be used to optimize campaigns and drive ‘On Target Reach’ as an outcome on which advertisers can base their media buys. This becomes extremely relevant for brands looking for the most efficient way to reach out to their target audiences through programmatic across mobile inventory.
“As brands increase their spend on digital, we’ve seen advertisers demanding greater transparency and cross-platform comparability. By bringing a person-based measurement across publishers through Digital Ad Ratings, Nielsen will provide Xaxis with an independent view and deep understanding of the audience delivered programmatically using metrics comparable to those used for TV,” said Nielsen Media, South Asia Director of Digital Media Measurement Vishal Kamath.
Xaxis has partnered with Nielsen to apply the Digital Ad Ratings measurement across Xaxis View (across YouTube inventory), Xaxis Video Premium (on OTT’s inventory – Hotstar, Sonyliv, ZEE5, and Voot) and Xaxis Audio (Audio streaming inventory like Spotify, Gaana and JioSaavn).