Advertisers have struggled with two ratings systems for the Internet and TV—making it difficult to judge whether their TV and Web ads work together—but a new product launched by Nielsen and GroupM overlays the two using a standardized measurement system.
“Cross-platform metrics are essential to both buyers and sellers of advertising,” Steve Hasker, Nielsen’s president of media products and advertiser solutions, said in a statement. “Every day, we’re hearing from advertisers, online publishers, TV networks and agencies that a better system of measurement is required.”
The new tool, called “cross-platform campaign ratings,” will combine information from Nielsen’s online campaign ratings product—which provides reach, frequency and GRP metrics for Internet advertising—and its existing television audience measurement system to provide clients with the total and overlapped reach and frequency of their marketing campaigns.
Plans are in the works to develop similar measurement systems for additional platforms, starting with mobile, Marisa Grimes, vp of global communications at Nielsen, told Adweek. "We’re looking at how it can be applied to social media as well," she said.
The new ratings are available to select clients, including some non-GroupM accounts, Grimes said.