WPP’s GroupM is working with Nielsen to develop a new cross-platform measurement service, integrating media planning and measurement across television and the Internet.
The partners say the move is a response to growing demand by advertisers for cross-platform measurement tools. Nielsen Cross-Platform Campaign Ratings will combine the firm’s Online Campaign Ratings product with its TV audience measurement capabilities to give total and overlapped reach and frequency for clients’ marketing campaigns. The two firms will also work together to develop innovative new measurement tools going ‘beyond TV and online to other platforms’.
Source: Daily Research News Online