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

Top 10 regional press ads
Share
Trading Places: this week's people moves

Trading Places: this week's people moves

WPP appoints Roberto Quarta as chairman, Denise Turner becomes director of insight at Newsworks, and Simon Rees steps down as chief executive of Digital Cinema Media, in this week's round-up of people moves in advertising, marketing and media.

Share
Newsworks appoints Denise Turner as director of insight

Newsworks appoints Denise Turner as director of insight

Denise Turner is leaving Havas Media Group after 14 years to become director of insight at Newsworks.

Share

Get news by email