Nielsen to Provide Italian Online Currency
April 14 2008
Nielsen Online has been selected by the Italian Joint Industry Committee 'Audiweb' as the provider for its system to monitor digital media in the country.
The purpose of Audiweb, which is composed of the key associations and stakeholders operating in the Italian digital marketplace, is to deliver an integrated online media measurement and planning system to publishers, advertising agencies and advertisers. The Nielsen agreement includes:
- Independent measurement of Internet usage based on a statistically representative panel of the online population, using Nielsen's desktop meter software
- Panel data delivered through AW View, an interface from the Nielsen Online service NetView that delivers analysis of online behaviour and demographics
- Delivery of census-based measurement services, using Nielsen's SiteCensus browser-based technology
- An enhanced planning tool for online media planners (AW Database).
Luca Bordin, MD Italy for Nielsen Online, says European markets are 'pushing for advanced and reliable data for planning online advertising', adding: 'The sophistication of this offering demonstrates the leadership of Nielsen in this field and positions Audiweb at the frontline of offering solutions to online advertising.'
Enrico Gasperini, President of Audiweb, says Nielsen's expertise has already 'played an influential role in defining this advanced system for the Italian market'. He adds: 'In an industry that requires accurate measurement to support growth and innovation, Audiweb and Nielsen can now provide the market with the data and tools necessary to support these goals.'
Online advertising in Italy grew 39% in 2007, to 680 million Euros, according to the Italian Interactive Advertising Bureau, which forecasts further growth to one billion Euros in 2008.
Nielsen Online measures and analyses online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. Web sites:
www.nielsen-online.com and
www.audiweb.it .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
