Agencies and brands begin cross-platform ad trials for Nielsen

Nielsen is preparing to offer combined TV and online advertising measurements in the UK for the first time, with the launch of beta trials by brands and agencies for its Nielsen Cross-Platform Campaign Ratings service.

Nielsen: new service allows it to analyse success of TV and online campaigns
Nielsen: new service allows it to analyse success of TV and online campaigns
Nielsen Cross-Platform Campaign Ratings takes the commercial exposures from an advertiser's TV ads and its online ads, and provides a combined audience for the campaign.  

It claims to provide advertisers', agencies' and publishers' data, previously unreachable in a scalable, replicable platform, to answer questions including: How many people saw my ad? How many saw it on TV only? Online only? Across both online and TV?

The system works in the UK by combining Nielsen Online Campaign Ratings, launched in October 2012, with TV data from Barb.  Results are delivered in terms of reach, frequency, GRPs (Gross Rating Points), unique audience and impressions - all on a daily basis.

Among those across involved in the trials are advertisers Unilever and Mondelez International, (formerly Kraft Foods) and agencies networks Omnicom Media Group, Aegis and Universal McCann London. Publishers and ad networks participating include Adap.tv.

Derek Luddem, Mondelez International’s area media manager for UK, Ireland & Nordics, said removing the barriers to measuring how people really view content is "crucial for advertisers seeking to understand and optimise holistic campaigns.

Chief research officer Mark Greenstreet from Aegis Media, which is testing the system on its clients’ campaigns, added: "We’ve now entered the era where being able to measure and plan exposure to communications across all screen devices is essential in order to deliver efficient and effective display campaigns. Nielsen Cross-Platform Campaign Ratings is a major step forward."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email