Nielsen to Develop Cross-Platform Ad Measurement Tool

7:47 AM PST 03/19/2012 by Georg Szalai
Emmanuel Dunand/AFP/Getty Images

The new service, Nielsen Cross-Platform Campaign Ratings, will integrate online and TV viewing data.

 NEW YORK – Media measurement giant Nielsen and media agency GroupM said Monday that they will create a new measurement service that will integrate media planning and measurement data across TV and the Internet.

They hope to allow clients to calculate the total reach and frequency of cross-platform advertising campaigns - something that the industry has long been clamoring for.
 
"The goal is to overcome challenges posed by separate media planning, buying and analysis processes for TV and the Internet, and to answer a growing demand by advertisers for cross-platform measurement tools that help them streamline their marketing strategies," the partners said.
 
The new service, Nielsen Cross-Platform Campaign Ratings, will also look to potentially add further data from additional media platforms over time.
 
“Cross-platform metrics are essential to both buyers and sellers of advertising,” said Steve Hasker, president 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.”
 
“Our advertiser clients increasingly recognize that traditional television advertising and online video advertising must work together,” said Rino Scanzoni, GroupM’s chief investment officer. “It’s vital that we have consistent measurement.”

Email: Georg.Szalai@thr.com

Twitter: @georgszalai
 

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