Nielsen Online launches service in India

Nielsen Online, an independent measurement and analysis of online audiences, consumer behaviour and advertising firm and a part of The Nielsen Company (formerly AC Nielsen), launched its services in India.

The company has also appointed Karthik Nagarajan, associate director, client solutions information technology practice, The Nielsen Company, to head the online venture in India.

“Our services are under trial right now by some clients and it would be ready with its first report and service offering in the next 3-4 months,” Mark Ottaway, vice-president, regional services, Asia-Pacific, Nielsen Online told Business Standard on a recent visit to India for setting up the Indian services.

The expansion is in line with Nielsen’s global plan to set base 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. We see this market at par with these advanced markets in the next 4-5 years,” said Ottaway.

For instance, the Australian market for internet ad spend was about $1.3 billion (Aus $) in 2007 and has grown 30 per cent quarter-on-quarter up to September (quarter 3) 2008.

The broadband penetration in Australia also has grown from 66.45 per cent in December 2005 to 94.4 per cent in December 2008.

However, Ottaway did not have Nielsen numbers for broadband penetration, internet usage or online advertising revenues for the Indian market and was currently following the relevant industry figures published by the Internet and Mobile Association of India (IMAI). According to IMAI.

Nielsen Online will launch two of its services AdRelevance and Market Intelligence.

AdRelevance is a service to track and analyze online advertising, industry trends, advertiser activities and campaigns. Whereas Market Intelligence would give detailed demographic audience Measurement reports.

Speaking on the timing of the launch being appropriate, Ottaway said, “In tight times when advertisers are examining every dollar spent on advertising, there is a really strong desire for authentic third part numbers.”

In response to another question on whether the slowdown is effecting the growth of the online industry, he said, “The economic circumstances are affecting all sectors but the actual impact on internet usage and spend is yet to be seen.”