Nielsen Tool Aims to Bridge TV-Digital Divide

  |  March 19, 2012   |  Comments

New cross-platform campaign ratings system was developed with WPP.

Advertisers have long complained about the disconnect between TV and digital metrics. Today, Nielsen unveiled a system called Nielsen Cross-Platform Campaign Ratings that it says will finally bridge that gap.

The new system, developed in partnership with WPP's GroupM, builds off Nielsen's Online Campaign Ratings product, which it debuted in August 2011. That tool allows advertisers to track the reach, frequency and GRP metrics for their Internet advertising, revealing, among other things, the age and gender of up to 50 percent of the people seeing their web ads.

Nielsen Cross-Platform Campaign Ratings will combine that information with Nielsen's existing television ratings data to provide clients with total and overlapped reach and frequency of their marketing campaigns.

"Cross-platform metrics are essential to both buyers and sellers of advertising," said Steve Hasker, president of media products and advertiser solutions for Nielsen, in a press release. "Every day, we're hearing from advertisers, online publishers, TV networks and agencies that a better system of measurement is required. Through working closely with GroupM and others in the industry we believe we can help create best practices that will benefit the entire ecosystem."

Although GroupM has contributed to the development of the system, it will not be available exclusively to GroupM clients. A statement announcing the new system said the two groups were working together to develop other measurement tools that go beyond TV and the Internet, hinting that a similar mobile metrics system may be in the works.

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...