Multi-Screen Advertising Measurement Trial Combines Online and Television Audience for Campaigns
UNITED KINGDOM — Multi-screen advertising measurement has become critically important to advertisers as consumer’s viewing options have expanded along with mobile device market. Todays announcement by Nielsen takes a major step forward with the commencing of public beta trials for its Nielsen Cross-Platform Campaign Ratings service.
Nielsen Cross-Platform Campaign Ratings aims to take the commercial exposures from an advertiser’s TV ads and its online ads, and, for the first time in the U.K., reports on the combined audience for campaigns. This will enable advertisers, agencies and publishers to answer fundamental questions previously unreachable in a scalable, replicable platform: How many people saw my ad? How many saw it on TV only? Online only? Across both online and TV?
The system works in the UK by combining Nielsen Online Campaign Ratings, launched last October, with TV data from BARB. Results are delivered in terms of reach, frequency, GRPs (gross rating points), unique audience and impressions – all at a daily level.
A number of the industry’s biggest players across the advertising ecosystem are beginning extensive trials with Nielsen Cross-Platform Campaign Ratings. Advertisers include Unilever and Mondelez International, formerly known as Kraft Foods; agencies include Omnicom Media Group, Aegis and Universal McCann London; and publishers and ad networks include Adap.tv.
“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 maximizing the benefits of each. Removing the technical barriers to measuring how people really view content and advertising is crucial if we want to understand the delivery of our campaigns holistically and optimize them in flight. This test takes us that much closer to the picture we are looking for and better reflects consumer behaviors,” said Derek Luddem, Mondelez International area media manager for U.K., Ireland & Nordics.
Mark Greenstreet, Chief research officer at Aegis Media, which is testing the system on its clients’ campaigns, added: “We’ve now entered the era where being able to measure and plan exposure to communications across all screen devices is essential in order to deliver efficient and effective display campaigns. Nielsen Cross-Platform Campaign Ratings is a major step forward.”
Networks and publishers are also trialling the system. Adap.tv Europe managing director Brian Fitzpatrick: “Nielsen Cross-Platform Campaign Ratings is a game-changing innovation and a natural progression from its Nielsen Online Campaign Ratings system, which is already achieving good results for our clients. The new system takes a critical next step and measures any crossover between online TV and linear TV audiences so that media buyers can refine their budgets and ensure they are being put to the most effective use.”
“More and more consumers are living platform-agnostic lives, and the advertising world needs to adapt to that,” said James Oates, Nielsen managing director of media in the UK. “Creating a way to reach, measure and monetize 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.”
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