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.

ClickZ Live Chicago 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, Sept 5 to take advantage of Super Saver Rates!

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

IBM: Social Analytics - The Science Behind Social Media Marketing

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.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

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.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...