Nielsen to launch online campaign ratings measure

Audience measurement firm Nielsen is to launch a new online campaign ratings measurement system.

The announcement:

Nielsen, a global provider of information and insights into what consumers watch and buy, today announced it will expand the global footprint of its online advertising measurement solution, Nielsen Online Campaign Ratings into the Australia market. Currently available in the United States and United Kingdom, Nielsen Online Campaign Ratings is scheduled to officially launch in Australia in four weeks at Consumer 360 Pacific in May.

Quickly emerging as the standard for online campaign measurement, Nielsen Online Campaign Ratings measures the audience of online advertising, providing reach, frequency and gross rating point (GRP) metrics as well as demographic touch-points such as age and gender. The solution uses a patent-pending process combining online panel data with aggregated, anonymous demographic information from participating online data providers, including Facebook.

“The big problem quality online publishers have in Australia today is proving their display advertising reaches the right audience in an increasingly commoditised online display market. Nielsen Online Campaign Ratings solves this problem by reporting who an online display campaign reached each day,” commented Matt Bruce, Managing Director Media, Nielsen Australia.

Bruce continued, “The dilemma for advertisers and their agencies is the ability to ensure their advertising is reaching the right audience and to quantify what they are getting for their money. This solution is already proven in the US. The Australian market is ready for this accepted standard of independent measurement which is why we have made Australia a priority for the introduction of this eagerly anticipated solution.”

Nielsen Online Campaign Ratings provides a true picture of actual online audience reached – not just cookies and impressions, providing seamless actionable insights to determine the effectiveness of online advertising campaigns – comparable to that of radio or TV. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to agencies, advertisers and publishers.

“Bringing consistent, quality standard metrics to the industry will help advertisers prove the return on investment (ROI) for each dollar spent online and improve ROI for future campaigns,” said Brad Smallwood, VP, Measurement and Insights at Facebook. “Nielsen Online Campaign Ratings has helped drive marketers toward an audience-centric buying and selling approach in the U.S. and promises to similarly transform other markets by bringing that same standardisation and accountability.”

Nielsen Online Campaign Ratings will be officially launched in Australia by Steve Hasker, Nielsen’s Global Product Leader at Consumer 360 Pacific on May 1-3, 2013 in the Blue Mountains. See consumer360.com for more details.

Source: Nielsen press release


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