System to work across TV, Internet
In response to growing demand from advertisers, GroupM and Nielsen are creating a new measurement service they said would integrate media planning and measurement across television and the Internet.
Nielsen Cross-Platform Campaign Ratings seeks to inject some uniformity into media planning, buying and analysis for the two media to help advertisers streamline marketing strategies, something the companies said has been difficult since TV and web measurement traditionally employ different metrics.
The service will leverage the Nielsen Online Campaign Ratings product along with the firm’s existing television audience and provide clients with total and overlapped reach and frequency of their campaigns. It will be available to clients of GroupM, parent of WPP’s media agencies MediaCom, MindShare, Maxus and MEC.
The two companies said they will also work together to develop new measurement tools that extend to other platforms beyond TV and online.
“Our advertiser clients increasingly recognize that traditional television advertising and online video advertising must work together,” said Rino Scanzoni, GroupM’s chief investment officer.
“Cross-platform metrics are essential to both buyers and sellers of advertising,” said Steve Hasker, prexy of media products and advertiser solutions for Nielsen. “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.”