Nielsen today announces a major step forward for multi-platform advertising measurement in the UK, with the launch of Nielsen Cross-Platform Campaign Ratings.
The system helps brands maximise the effectiveness of their cross-platform ad budgets and represents the latest addition to the ‘Reach-Resonance-Reaction’ advertising effectiveness portfolio from Nielsen, a global information and measurement company.
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. This shows advertisers, agencies and publishers just how many people, by age and gender, are seeing their ad across TV and online – both combined, or exclusively across either platform. Double-counting is removed.
This is important because, by showing the relative cost effectiveness of the separate TV and online parts of the campaign, the system now makes clear to brands what the best media mix of online and TV is – whether the goal is optimal efficiency or maximum incremental cover.
The system works in the UK by combining Nielsen Online Campaign Ratings™, launched in October 2012, with TV data from BARB. Results are delivered in terms of reach, frequency, GRPs (Gross Rating Points), unique audience and impressions – all at a ‘by day’ level, during the campaign.
“Consumers are increasingly living platform-agnostic lives, and all of us in advertising need to adapt to this,” says Nielsen UK managing director for digital, James Oates. “Creating a way to reach, measure and monetise inventory across screens and platforms advances the industry towards a high-calibre, seamless standard — one that will provide new opportunities for advertisers, agencies and publishers, crucially allowing a mutual exchange of value between buyer and seller.”