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Nielsen unveils Online Campaign Ratings system

The Nielsen Company has developed Nielsen Online Campaign Ratings to provide audience data comparable to Nielsen’s television ratings. Nielsen has clarified that the system is designed to measure the audience composition of a particular advertisement and cannot be used for targeting web users. While focusing first on the US market, Nielsen intends to extend this system to appropriate key markets around the globe.

The Nielsen Company has developed Nielsen Online Campaign Ratings to provide audience data comparable to Nielsen’s television ratings. Nielsen has clarified that the system is designed to measure the audience composition of a particular advertisement and cannot be used for targeting web users. While focusing first on the US market, Nielsen intends to extend this system to appropriate key markets around the globe.

“This is a major step forward for both Nielsen and our industry. This new system will provide marketers with a better understanding of their ROI, and will give media companies a much needed tool to prove the value of their audiences,” Steve Hasker, president, media products, Nielsen, has said. “Perhaps most importantly, marketers and media companies alike will now have a simpler way to measure the combined reach of TV, the web and even mobile advertising.”

According to Nielsen, the Online Campaign Ratings system will be tested in Q4 of 2010 with advertisers like Procter & Gamble, Verizon Wireless and media agencies such as Starcom MediaVest and Facebook. The new system is expected to be commercially available in 2011. To help evolve this metric into an accepted industry standard, Nielsen expects to welcome additional advertisers, media agencies and online publishers to participate in the learning process over the coming months.

“More and more marketers are creating integrated, cross-platform campaigns and we need a better way to measure how they perform,” Mike Murphy, vice president, global sales, Facebook, has said. “We think creative campaigns are more effective when marketers combine TV and digital in a way that extends the big idea online and makes it social through an ongoing, two-way connection. With their expertise, Nielsen can help marketers measure the impact of true cross-platform campaigns.”

“This initiative will advance a big measurement challenge facing digital – providing planners and buyers with a better understanding of the actual ratings a campaign delivered against a desired audience,” Kate Sirkin, executive vice president, global research, Starcom MediaVest, has said. “It will improve our understanding of the duplication between TV and online. It will help us become more efficient at building reach and frequency amongst our desired audiences.”

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