Nielsen and GroupM team up for cross-platform measurement service

March 22nd, 2012

Media company GroupM and Nielsen have announced they will work together to develop a new cross-platform measurement service.

Nielsen Cross-Platform Campaign Ratings will integrate media planning and measurement across television and the internet. The partnership will also involve the two companies collaborating on innovative new measurement tools for other platforms.

The new service will be based on Nielsen’s Online Campaign Ratings product and incorporate its TV audience measurement system to provide GroupM clients with total reach and frequency information for marketing campaigns.

The move is in response to a growing demand by advertisers for cross-platform measurement tools that help them streamline their marketing strategies. Television and online video measurement traditionally employ different metrics, making calculating the total reach and frequency of a cross-platform campaign difficult.

Steve Hasker, president of Media Products and Advertiser Solutions for Nielsen, says cross-platform metrics are essential to both buyers and sellers of advertising.

"Every day, we’re hearing from advertisers, online publishers, TV networks and agencies that a better system of measurement is required," he said. "Through working closely with GroupM and others in the industry we believe we can help create best practices that will benefit the entire ecosystem."

Rino Scanzoni, GroupM’s chief investment officer, added, "Our advertiser clients increasingly recognise 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."

GroupM is WPP’s global media investment management leader and the parent of media agencies including Maxus, MEC, MediaCom, and Mindshare.

Nielsen is a market-leading information and measurement company, providing marketing and consumer information, television and other media measurement, online intelligence and mobile measurement.