Nielsen's GRP-Styled Online Ratings to Launch on Aug. 15

  |  August 3, 2011   |  Comments

System combines web, Facebook, and TV metrics.

The Nielsen Online Campaign Ratings service, currently under testing by 80 brands, will be available on Aug. 15. The new metrics service is designed to measure online campaigns with data from across the web, Facebook, and TV, a Nielsen rep told ClickZ News.

"We are selling it to both advertisers and publishers," spokesperson Marisa Grimes explained via an email. "It's a subscription-based model for advertisers, but publishers can buy on a per-campaign basis…[It] measures audience reach and frequency for all online display advertising running anywhere on the web. This…provides a foundational standard for measurement."

Nielsen seeks to change some well-established customs for online marketing measurement, which has largely depended on click-through rates and impressions metrics. The New York-based company has built a system akin to traditional media's gross point rating (GRP) that could facilitate greater brand spend on Facebook and display ad networks.

ClickZ reported on the GRP ratings in May. At that time, Matthew Chelser, a financial analyst for Deutsche Bank Equity Research who covers Nielsen's activities, commented about the ratings after attending a Facebook-Nielsen event, where he learned about the forthcoming GRPs along with 300-odd ad agency players in New York.

"It's the development of a currency for online advertising," Chelser said. "It has the characteristics to what buyers use for traditional media. You can negotiate against it; you can measure against it; you can post against it; you can offer 'make-goods' if delivery doesn't meet the guarantee."

He added, "Facebook told us that a top priority for them in 2011 was getting the metrics right. Measurement companies like Nielsen are a core part of that, as [Facebook focuses] on building out their advertising products."

The availability of Nielsen's online campaign ratings comes on the heels of moves by competitor comScore, which last week debuted a service that allows big brands to track the number of people who view and interact with their products on Facebook. The tool is designed to measure how well brands utilize Facebook pages and the "like" button. It also shows sentiment analysis in terms of what individuals say about companies on personal Facebook pages. Like Nielsen, Reston, VA-based comScore looks to establish GRP-styled ratings for digtal advertising.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...