NEW YORK--(BUSINESS WIRE)--GroupM and Nielsen today announced a pioneering collaboration to create a new measurement service that will integrate media planning and measurement across television and the Internet.
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 new service, dubbed Nielsen Cross-Platform Campaign Ratings, will leverage the Nielsen Online Campaign Ratings product, as well as its existing television audience measurement capabilities, to provide clients with total and overlapped reach and frequency of their marketing campaigns. Nielsen Online Campaign Ratings provides reach, frequency and GRP measures for Internet advertising.
The effort calls for GroupM, the world’s leading media investment management company, and Nielsen, a leading global information and measurement company, each to contribute resources and expertise to create Cross-Platform Campaign Ratings and make it available to GroupM clients. The two companies will also work together to develop innovative new measurement tools that extend beyond TV and online to other platforms.
“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, and that’s our goal in working with Nielsen.”
Executives from both companies said consistent measurement across TV, the web and beyond is critical in order to calculate the total reach and frequency of a cross-platform campaign—a goal previously unattainable because TV and web measurement traditionally employ different metrics.
“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. Through working closely with GroupM and others in the industry we believe we can help create best practices that will benefit the entire ecosystem.”
ABOUT GROUPM
GroupM is the leading global media investment
management operation. It serves as the parent company to WPP media
agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary
purpose is to maximize the performance of WPP’s media communications
agencies on behalf of our clients, our stakeholders and our people by
operating as a parent and collaborator in performance-enhancing
activities such as trading, content creation, sports, digital, finance,
proprietary tool development and other business-critical capabilities.
The agencies that comprise GroupM are all global operations in their own
right with leading market positions. The focus of GroupM is the
intelligent application of physical and intellectual scale to benefit
trading, innovation, and new communication services, to bring
competitive advantage to our clients and our companies.
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global
information and measurement company with leading market positions in
marketing and consumer information, television and other media
measurement, online intelligence, mobile measurement, trade shows and
related properties. Nielsen has a presence in approximately 100
countries, with headquarters in New York, USA and Diemen, the
Netherlands. For more information, visit www.nielsen.com.