WPP's GroupM is working with Nielsen to develop a new cross-platform measurement service, integrating media planning and measurement across television and the Internet.
The partners say the move is a response to growing demand by advertisers for cross-platform measurement tools. Nielsen Cross-Platform Campaign Ratings will combine the firm's Online Campaign Ratings product with its TV audience measurement capabilities to give total and overlapped reach and frequency for clients' marketing campaigns. The two firms will also work together to develop innovative new measurement tools going 'beyond TV and online to other platforms'.
Steve Hasker, President of Media Products and Advertiser Solutions for Nielsen, comments: 'Every day, we're hearing from advertisers, online publishers, TV networks and agencies that a better system of measurement is required.' Hasker says the company will work closely with GroupM 'and others in the industry' on services that will benefit the whole sector.
'Our advertiser clients increasingly recognize that traditional television advertising and online video advertising must work together' says Rino Scanzoni, GroupM's Chief Investment Officer. 'It's vital that we have consistent measurement, and that's our goal in working with Nielsen.'
GroupM is WPP's global media investment management leader and the parent of media agencies including Maxus, MEC, MediaCom, and Mindshare.
Web sites: www.groupm.com and www.nielsen.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.