For the media channel that promised perfect measurement, the web has struggled to deliver. That’s why the new Nielsen Online advertising effectiveness measurement tool called Campaign Ratings could be a breakthrough. Nielsen have combined the Nielsen panel data with aggregated, anonymous demographic data from online data providers. This unique hybrid approach can measure online advertising campaigns of nearly any size, running nearly anywhere on the web. It could be the answer both media planners and finance controllers have been waiting for. Here’s why…
Nielsen Online Campaign Ratings measures the true audience of an online ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from online data providers.
Using this unique hybrid approach, Nielsen is able to measure online advertising campaigns of nearly any size, running nearly anywhere on the web.
This will help advertisers better understand how their media investments are performing against their online only and cross-media campaign goals.
Nielsen Online Campaign Ratings, first announced last September, has been in beta testing since March and, after approximately 40 campaigns across 20+ brands and range of verticals, the preliminary findings have been enlightening.
Click here for the full insights from Nielsen.