Nielsen has rolled out its ad measurement service Online Campaign Ratings in the UK, following a pre-launch test with consumer goods giants Unilever and Reckitt Benckiser.
The tool, which was launched in the US last year, combines data from the company's panels with aggregated, anonymous demographic data from participating online data providers.
Using this approach, Nielsen is able to provide overnight audience reach, frequency and Gross Ratings Points (GRPs) to enable advertisers to measure the ability of online ad campaigns to reach their intended audiences. Resulting metrics are similar to those used for TV advertising, allowing cross-media planning and analysis.
Unilever and Reckitt Benckiser have already tested campaigns using the service in the UK, while media agencies OMD and PHD and digital network Unanimis are among the first to officially sign up to use the tool.
David Gosen (pictured), Nielsen MD for Digital in Europe, comments: 'Nielsen Online Campaign Ratings will start to impact the online advertising market in the UK straight away. But it will also continue our journey towards cross-platform campaign Ratings into Europe, to cover the measurement of both TV and online.'
Web site: www.nielsen.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.