Miguel Anaya Nielsen
Miguel Anaya, Digital Commercial Leader at Nielsen IBOPE Mexico, assured that their reports contribute to the intelligent and efficient investment of advertisers and agencies and that the company has consolidated the foundations to achieve Total Audience measurement in the country.
For this, they have two products, the first Digital Ad Ratings, born out of the need to measure digital campaigns. “There are indicators on Facebook, Google, and Instagram and you cannot make them comparable. One out of every three pesos generated waste because they are not reaching the desired target. These reports contribute to efficiency in digital advertising and actioning in a quick way,” explained Anaya, who stated that Digital Ad Ratings exists in 36 countries including Mexico.
On the other hand, they have Total Ad Ratings, a cross-media measurement that comprises the results of Digital Ad Ratings and the data from Nielsen IBOPE TV Ratings: “We developed a fusion methodology that allows us to deliver results from the campaigns both online and offline. We contribute to generate trust and generate insights that allow advertisers to know where their money is going. That is the quest: the truth of media”.
Anaya assured that it is a myth that digital advertising is taking a big part of the pie and that what their reports have proven is that media is complimentary. TV and digital can co-exist in the media plan and contribute to reach the target audience, he explained.
He said that with these products that already exist in Mexico and that have increased their participation in the market, Nielsen IBOPE México is on the path, in the medium term, to reach total audience measurement, adding Digital Content Ratings and Total Content Ratings.
