Unilever and Mondelez are the first brands to sign up to Nielsen’s trial of a service to measure combined TV and online ad audiences.
Nielsen claims its Cross-Platform Campaign Ratings measures audience data in a unique and previously-unreachable manner.
The new system combines figures from Neilsen’s Online Campaign Ratings with data from the Broadcasters’ Audience Research Board, looking at reach, frequency, gross rating points, unique audience and impressions at a daily level.
Derek Luddem, the area media manager for UK, Ireland & Nordics at Mondelez International, said: “Crucial for all advertisers is an understanding of how online and TV complement each other. Removing the technical barriers to measuring how people really view content and advertising is crucial if we want to understand the delivery of our campaigns holistically,” he added.
Agencies and publishers that have signed up for the trial include Omnicom Media Group and Aegis Media.
Mark Greenstreet, chief research officer, Aegis Media, said: “We’ve now entered the era where being able to measure and plan exposure to communications across all screen devices is essential in order to deliver efficient and effective display campaigns.”