Nielsen to Launch TV-Style Metrics for Facebook and Others
By Rob Scott
August 8, 2011
August 8, 2011
- Online ad metrics are typically confusing to most advertisers, including those who pursue Facebook and other online ad platforms.
- Nielsen is attempting to provide a solution to this problem by combining traditional TV data and anonymous online data.
- According to Nielsen: “The new system will use an innovative, patent-pending process combining traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data contributors. Using its unique approach, Nielsen will be able to provide reach, frequency and Gross Rating Point (GRP) measures for online advertising campaigns of nearly any size.”
- The Nielsen Online Campaign Ratings service is currently in its testing phase with 80 brands. A public launch is expected by August 15.
- Early partner Facebook is also working with comScore on a tool based on GRPs designed to assist advertisers. Facebook hopes both efforts will help make its ad platform more “approachable” to media buyers.
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