Nielsen and media agency GroupM announced a pioneering collaboration today that will develop a new measurement service integrating media planning and measurement across television and the Internet.
The companies announced: “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 is called Nielsen Cross-Platform Campaign Ratings. Nielsen said the service “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.”
GroupM and Nielsen will each contribute resources and expertise to create the service, which will be available to GroupM clients. The companies will also work on developing tools that extend measurement beyond TV and online to other platforms.
Said GroupM Chief Investment Officer Rino Scanzoni: “Our advertiser clients increasingly recognize that traditional television advertising and online video advertising must work together. It’s vital that we have consistent measurement, and that’s our goal in working with Nielsen.”