New Nielsen metrics match online campaigns to target audiences


Nielsen has launched its Online Campaign Ratings (OCR) metric in the UK, allowing brands to measure whether their ads reached their intended audiences online. Initial tests reveal that on average less than half of all online ad impressions are reaching the advertiser’s intended audience, based on age and gender.

Watch a video explaining how the service works below:

FMCG giants Unilever and Reckitt Benckiser are among first UK clients to sign up to Nielsen’s new service, which Omnicom-owned media agencies OMD and PHD have also signed up to provide the service for their clients.

The solution, which was launched in the US in August 2011, allows advertisers to measure whether their online ad campaigns reached their intended audiences. It combines Nielsen’s panels with aggregated, anonymous demographic data from participating online data providers.

Reckitt Benckiser global digital advertising manager, Siobhan Crowe, said: “This is a great opportunity to understand who has seen our advertising online. These metrics will allow us to better understand the efficiency of our digital advertising campaigns.”

Bhavin Balvantrai, head of research for Omnicom Media Group, said the media agencies would be able to use the data to inform future buying decisions, while digital media publisher Unanimis has also signed up to Nielsen OCR. It will use the data to independently prove the value of its inventory and its ability to reach specific consumer demographics.

Nielsen’s managing director for digital in Europe, David Gosen said: “Today marks a significant step in the development and maturity of online advertising in the UK, with the launch of Nielsen OCR. In today’s challenging business world where ROI is vital, this new system delivers both a well-established metric in the form of GRPs and in-flight campaign optimisation. These attributes will drive effectiveness in online advertising to new levels and we fully expect OCR to help establish a currency for online campaign effectiveness.”

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