GroupM working with Nielsen on integrated TV and online metrics
The service is an extension of its existing online campaign ratings, which was launched to provide TV-comparable reach, frequency and GRP measures for online advertising.
Cross-platform ratings add in TV measurement data to provide total and overlapped reach and frequency measures for campaigns running both online and offline.
“Our advertiser clients increasingly recognise that traditional television advertising and online video advertising must work together,” said Rino Scanzoni (pictured), GroupM’s chief investment officer. “It’s vital that we have consistent measurement, and that’s our goal in working with Nielsen.”
Today’s announcement follows a deal signed last month by Unilever to source online campaign ratings for all its online ads, starting with the US but with a view to taking the partnership global – with the UK likely to be the next port of call.
Nielsen is also known to have ambitions to bring cross-platform campaign ratings to the UK.
- In other news today, Nielsen announced a secondary public offering of 25 million shares. The shares are being sold by existing stockholders and the company will not receive any proceeds from the sale.
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