Nielsen reporting:
As networks wrap up their yearly upfront ad sales, there has been no shortage of pontifications about how well (or not) online advertising fared in this year’s negotiations. Media companies are in a race to boost revenue from their online offerings. They know the audiences are there, but are unable to fully monetize their online inventory without the right metrics to prove its value in reaching their clients’ specific targets, relative to TV. On the other side of the fence, TV advertisers know their customers are online. But they don’t have enough evidence that their online media buys are reaching their desired audience well enough to justify allocating more of their ad dollars to the medium.
The answer to this fundamental problem lies in Nielsen’s new approach to online ad measurement which produces Reach, Frequency and Gross Rating Points (GRP) statistics, comparable to TV ratings.
Nielsen Online Campaign Ratings measures the true audience of an online ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from online data providers. Using this unique hybrid approach, Nielsen is able to measure online advertising campaigns of nearly any size, running nearly anywhere on the web.
This will help advertisers better understand how their media investments are performing against their online only and cross-media campaign goals.
http://blog.nielsen.com/nielsenwire/online_mobile/our-new-approach-to-measuring-online-advertising/
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