UK Beta for Nielsen Multi-Screen Measure

Nielsen has launched beta trials of its Cross-Platform Campaign Ratings tool in the UK with brands including Unilever and Mondelez International (formerly Kraft Foods), agencies Aegis, OMG and Universal McCann London, and several publishers and ad networks.

In the UK the system, which was officially launched in the US last October, combines data from Nielsen's Online Campaign Ratings service with TV data from BARB, to measure who saw an ad campaign both online and on TV.

James Oates, Nielsen's MD of Media in the UK, comments: 'More and more consumers are living platform-agnostic lives, and the advertising world needs to adapt to that. Nielsen Cross-Platform Campaign Ratings is an exciting step forward in helping advertisers, agencies and publishers further understand the impact of their campaigns, wherever they run - across platforms and markets around the world.'

Web site: www.nielsen.com .