mediaonline reporting: Nielsen has scored an important endorsement in its quest to make its
new Nielsen Online Campaign Ratings (NOCR), the same kind of marketplace
currency for the online advertising marketplace that
its TV ratings are for television’s, signing Unilever to an agreement to
use them for all its Internet advertising buys in the U.S.
The
deal is significant, because while the
Nielsen’s so-called NOCR ratings have been beta tested by a number of
major marketers since before they were unveiled last Spring, Unilever is
their first paying customer, taking it from a
research and development phase to a commercially deployed, syndicated
service.
“In our business, we look for the best marketing return
on investment – and the best tools to gauge
that,” Unilever Director of Media Investment and Partnerships Jennifer
Gardner stated in the joint press released issues this morning.
“[NOCR]
is an exciting resource that brings a
more rigorous standard to our online campaigns and consistency in
measurement strategy across our portfolio of brands,” she added, noting
that Unilever wanted to be a first-mover in getting the
industry to move behind the new Nielsen product: “We are excited to be
at the forefront of the industry, taking full advantage of this new
standard to help us more exactly understand and
interact with our audiences online.”
NOCR may stand for campaign
ratings, but Nielsen has been waging an aggressive campaign to
establish them as the online industry’s ad currency
even before they officially launched in August 2011. The NOCR ratings
represent the first time Nielsen has worked so closely with its various
stakeholders upfront, and before their launch to sell a
product through. Among other things, it brought industry ratings
watchdog the Media Rating Council in at the earliest stages of
development to ensure that it received accreditation, which it did in
record time, even as other Nielsen and comScore online audience
measurement products have been mired in long auditing and accreditation
processes.
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