2. Online Advertising
Tracking

3. AdRelevance
Nielsen AdRelevance is an online advertising intelligence tool that collects
essential data regarding online display advertising activity. Crawling over
450 sites in NZ, it is available by logging onto an online interface.
AdRelevance it will help you:
Quantifying the size various online advertising categories
Identify what online campaigns competitor sites are getting
Identify who are the most active online advertisers over time.
Identify which sectors are growing their online spend
Get access to a data base of thousand of online creatives
Drill down into details of online campaigns placed by brand owners
*Alemanha, Austrália, Áustria, Bélgica, Brasil, China, Dinamarca, Espanha, Estados Unidos, França, Itália,
Japão, Luxemburgo, Noruega, Países Baixos, Portugal, Reino Unido, Suécia e Suíça.

4. AdRelevance
Whether buying, selling, creating, planning or analyzing online marketing,
AdRelevance provides actionable intelligence to address specific market
questions such as:
How many online campaigns were run in New Zealand last month?
Which industry segments are spending the most online?
What new campaigns launched yesterday?
Who has recently started advertising online?
What creative executions are competitors using?
What are their media schedules?
How frequently are they advertising?
Who is spending the most online?
Which advertisers have adopted rich media?
Which ad formats are most prominent?

5. AdRelevance -
comprehensive coverage
AdRelevance captures data across 21 markets on more than 3,000
websites, providing the industry’s most comprehensive global
coverage of online advertising intelligence.
Europe - 14 markets
• Austria
USA
• Belgium
• Denmark
• United States of America
Asia Pacific - 6 markets
• France
• Germany
• Italy • Australia
• The Netherlands • China
• Luxembourg
• Hong Kong
• Norway
• Japan
• Portugal
• New Zealand
• Spain
• Singapore
• Sweden
• Switzerland
• United Kingdom

6. Methodology – collecting and
categorising the data
The AdRelevance spider crawls a set of pre-defined, ad
supported URLs in each market 23 hours per day, searching
for click counters (ad codes)
The spider can identify the following ad formats: GIF/JPEG,
Animated GIF, HTML, Macromedia Flash, Java. All banner sizes
are also collected including buttons, skyscrapers, 468x60
standard banners, and Pop Ups.
Once the spider identifies an advertisement it saves the page
URL, clicks on the link to obtain the destination URL, and also
downloads a copy of the creative
The AdRelevance coding team then classify each ad and
campaign according to the set of industry categories

7. Methodology – calculating ad
impressions & ad spend
Ad impressions
Ad impressions are calculated by using the site’s page
impression data together with a share of voice (quot;SOVquot;) factor.
Ad Impressions = (total daily site page impressions) X (%
impressions per page) X (banner page SOV)
Page impression data is sourced from Market Intelligence, or
NetView in relevant markets
Share of Voice is calculated by the crawlers reloading pages to
identify the rotation for each banner unit on each page viewed
per day.
Ad spend
• Ad spend estimates can be manually created by applying market spend factors
to the number of impressions

8. Reporting from every angle
1) Whole of market reporting 2) Reporting by industry vertical
3) Reporting by site 4) Reporting by advertiser
Number of campaigns on Yellow Pages

9. Benefits for publishers
Identify new business opportunities
by monitoring new campaigns and
advertisers as soon as they launch
Top 100 Advertisers
Compare advertising on your
competitors’ websites with your own.
Identify high growth sectors to aid
with business decisions
Understand which companies are the
top spenders, and which are the most
active players on specific websites
Get email alerts when competitor
sites receive new campaigns
Assess individual industry market
sectors to plan new business sales
campaigns.
Understand the size of the online
advertising pool and how it is growing
Find out who has just started
advertising online

10. AdRelevance – interface
Benefits
• Instant AdRelevance
ensures you are kept up to
date with recent advertising
activity that has happened
over the last week, or 48
hours.
• The reports section
provides the ability to query
the database for information
on a specific site, advertiser
or industry
• The statistics section
provides valuable information
on aggregated market trends.

11. AdRelevance – new banners
and campaigns
Benefits
• The new banners
report provides a
summary of the
advertising launched in
the last 48 hours or last
week
• Agencies and brand
owners can use this to
keep abreast of
competitor activity
• Publishers can use this
to target new business
opportunities

12. AdRelevance - campaign
breakdown
Benefits
• The breakdown of the
campaign provides a
summary of how long the
campaign has been running,
how many banners have
been used and estimated ad
impressions and spend
• Competitor data can be
used to help plan marketing
budgets required
• Creative messages can be
evaluated to help determine
positioning strategies

13. AdRelevance – advertiser
media schedule
Benefits
• Each campaign can be
broken down by media
schedule showing ad
impressions and dates by
individual site
• Media planners can use
this help determine
effective placements for
their clients
• Publishers can use this
to determine which
competitor websites
clients are advertising on

14. AdRelevance – top 100
advertisers
Benefits
• The top 100 advertiser
report lists advertisers
with their associated ad
impressions and spend.
• Advertisers can use
this to help determine
their relative share of
voice within the month
• Publishers can use this
to identify business
development
opportunities

15. AdRelevance – top
advertisers by industry
Benefits
• The field of activity
report provides the ability
to conduct an analysis on
a specific industry sector
• Advertisers are listed
with their number of
campaigns and associated
ad impressions
• These reports enable a
tailored competitor
analysis for the year which
can help with future
marketing planning

16. AdRelevance – Advertisers
by site
(based # of ad impressions or
campaigns)
Benefits
• Identify what advertisers
and campaigns have been
run on selected websites
• Create a hit list of target
advertisers who are
actively advertising
• Combine with Market
Intelligence data to identify
how appropriate the site is
for the campaign

17. AdRelevance – local
statistics reports
Benefits
• The local statistics
reports provide an
overview of online
advertising market trends
• Data can be used in
business or marketing
plans to quantify the size
of the market as a whole
or by industry sector
• Agencies can use the
information to update their
current client base

18. AdRelevance – email
alerts
Benefits
• Email alerts enable
users to be notified as
soon as a specified
advertising activity occurs
• Alerts can be set up to
notify the user: (1) when
a new campaign of a
given advertiser has
started, (2) when a new
advertiser has appeared
within a defined field of
activity and (3) when a
site has had a new
advertiser