For TV and digital media advertisers looking for a comparable metric to its traditional TV ratings, Nielsen will start up a new service called Nielsen Online Campaign Ratings.
Nielsen says its service will give advertisers reach, frequency and gross rating points for their online campaigns, as well as combining that information with data from its TV ratings panels. Information will come from consumers who can opt-in, opt-out offering "anonymous age and gender" only.
Steve Hasker, president of media products for The Nielsen Company, states: "Marketers and media companies alike will now have a simpler way to measure the combined reach of TV, the Web and even mobile advertising. Reach alone doesn't tell the whole story, however. Nielsen intends to combine the ratings with cross-platform advertising effectiveness metrics to provide a complete view."
Almost any size of media campaign can use the service, according to Nielsen.
Results of using Campaign Ratings will be available within just days after the launch of an ad campaign. Nielsen says Campaign Ratings will protect privacy and is not intended to target Web users or track them when moving from one site to another.
Currently testing the service are Procter & Gamble, Verizon Wireless, Facebook and media agency Starcom MediaVest. The new system will be fully available in 2011.
Nielsen will receive a "pixel" of a particular display or video advertisement shown in a browser at the request of a client. Those pixels will be transferred to Nielsen by approved data contributors, including large Web publishers.
Nielsen says it will then use technology to combine these reports with data from its TV and online panels, resulting in a single report showing reach, frequency and GRPs for the advertisement.
Mike Murphy, vice president of global sales for Facebook, added in the Nielsen release: "We think creative campaigns are more effective when marketers combine TV and digital in a way that extends the big idea online and makes it social through an ongoing, two-way connection."