A common frustration for advertisers interested in campaigns that span TV and web is the lack of a unified system to measure reach, effectiveness and overlap. Nielsen today announced a product that it says is a step in the right direction.
Dubbed Nielsen Cross-Platform Campaign Ratings , the company says the group of metrics will provide advertisers with a look at the reach and frequency of their TV and web campaigns, as well as the overlap between the two. Nielsen hopes to integrate measurement of other platforms, such as mobile, into the product in the future.
WPP-owned Group M is working with Nielsen on the project, providing feedback on what its clients are looking for in cross-platform measurement and testing the offering out with some of its clients.
"At this point in time, when you're looking at video on the internet and on TV, you don't have a single source to understand how to reach the right person at the right time, whether you are reaching the same people, and what's the value of that ," said Lyle Schwartz, managing partner-marketplace analytics at Group M. "This is the beginning of understanding all that and demonstrating the value of these campaigns."
Mr. Schwartz said the hope is that the collection of cross-platform metrics will grow beyond standard measurements of reach and frequency.
"We have to do a better job as an industry to get in front of some these new technologies," he said. "We have to have a platform of approaches that can incorporate anything new as it comes onto market."
Industry efforts to create a common metric between online and offline media dates back several years, driven by the desire of the biggest TV ad spenders to have apples-to-apples comparisons for their online media. Last summer, Nielsen unveiled its Campaign Ratings , a product that brought TV-style ratings to online.
Mindshare, one of Group M's media agencies, created a TV-ratings equivalent for online video buys with video ad network Yume, in 2009.