Nielsen Cross-Platform Campaign Ratings Will Measure TV and Online Ad Performance

Nielsen announced yesterday the launch of public beta trials for its Cross-Platform Campaign Ratings service in the U.K., in what it’s calling a “solution to deliver true multi-screen advertising measurement.”

The Nielsen Cross-Platform Campaign Ratings solution was launched in the U.S. last October. The goal of Campaign Ratings is to find out who saw an ad campaign both online and on TV. According to Nielsen, about 5,000 campaigns have been measured using Nielsen’s Online Campaign Ratings.

In the U.K. the service combines Nielsen Online Campaign Ratings with television data from the Broadcasters’ Audience Research Board (BARB). The measurements look at reach, frequency, gross rating points, unique audience, and impressions at a daily level.

Trials are starting with advertisers such as Unilever and Mondelez International (formerly Kraft Foods); agencies such as Universal McCann London, Aegis, and Omnicom Media Group; and publishers and ad networks such as Adap.tv.

Derek Luddem, Mondelez International’s area media manager for the U.K., Ireland, and Nordics, explains the company’s interest in the service, in the press release: “Crucial for all advertisers is an understanding of how people use media within their lives, and more specifically how online and TV complement each other, which is an important route to best maximising the benefits of each.”

Nielsen Managing Director of Media in the U.K. James Oates says in the press release, “More and more consumers are living platform-agnostic lives, and the advertising world needs to adapt to that. Creating a way to reach, measure and monetise inventory across screens and platforms advances the industry towards the high-calibre, seamless standard that can provide new opportunities for advertisers, agencies and publishers – allowing a mutual exchange of value between buyer and seller. Nielsen Cross-Platform Campaign Ratings is an exciting step forward in helping them further understand the impact of their campaigns, wherever they run – across platforms and markets around the world.”