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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT