Online Brand Effect was first launched in the US earlier this year and provides advertisers, agencies and media owners with tools to measure and optimise the effectiveness of online advertising efforts in real-time. It has been trialled in Australia for the past several months.

Vizu, was was acquired by Nielsen in July, uses a poll-based approach to ask website visitors about purchase intent, awareness and overall brand sentiment.

Matt Bruce, managing director of Nielsen’s media business in Australia, says: “The online environment provides huge opportunities for marketers to reach their key audiences, but with these opportunities come challenges due to the fast-moving nature of online media. This new service is providing the insight to enable our clients to adjust their online campaigns in-flight, based on real-time reporting, and that’s something that they’re really excited about as it means achieving maximum ROI.”