Advertisers and agencies in the UK can now discover the best media mix for their TV-plus-online ad campaigns as Nielsen announced a major step forward for multi-platform advertising measurement in the UK. The launch of Nielsen Cross-Platform Campaign Ratings helps brands maximize the effectiveness of their cross-platform ad budgets and represents the latest addition to the ‘Reach-Resonance-Reaction’ advertising effectiveness portfolio from Nielsen across the pond, says a Business and Leadership story.
Nielsen Cross-Platform Campaign Ratings takes the commercial exposures from an advertiser’s TV ads and its online ads, and reports on the combined audience for the campaign. Duplicate views are removed.
The system works in the UK by combining Nielsen Online Campaign Ratings, launched in October 2012, with TV data from BARB (Broadcasters’ Audience Research Board). Results are delivered in terms of reach, frequency, GRPs, unique audience and impressions.
Nielsen began public beta trials for the service this year in June. Brands including Unilever and Mondelez International (Kraft Foods); agencies Aegis, OMG, Universal McCann London, and publishers and ad networks were involved, including Adap.tv. They were able 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?
Results are delivered in terms of reach, frequency, GRPs, unique audience and impressions – all at a daily level.
Said Mondelez International area media manager for UK, Ireland & Nordics Derek Luddem: “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.”
Chief research officer Mark Greenstreet from Aegis Media, which is testing the system on its clients’ campaigns, adds: “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.”