Nielsen's online advertising metric, Online Campaign Ratings, will roll out in Australia later this year. It will aim to measure reach, frequency and gross rating point combined with demographic information.
Nielsen Online Campaign Ratings will use a process which combines demographic information provided by data providers including Facebook. The metric is already in use in the UK and the US.
Nielsen has trumpeted the metric as one which will provide a “true picture” of online audiences reached. It said the metric will make online measurement comparable to TV or radio and data will be available one day after the launch of a campaign.
Nielsen managing director Media Matt Bruce said: “The big problem quality online publishers have in Australia today is proving their display market. Nielsen Online Campaign Ratings solves this problem by reporting who an online display campaign reached today.
“The dilemma for advertisers and their agencies is the ability to ensure their advertising is reaching the right audience and to quantify what they are getting for their money. This solution is already proven in the US. The Australian market is ready for this accepted standard of independent measurement which is why we have made Australia a priority for the introduction of this eagerly anticipated solution.”
The new metric appears to have the endorsement of the online space's biggest players, Facebook, who will be increasing their presence in the display market in coming years.
Facebook vice president measurement and insights Brad Smallwood said: “Bringing consistent, quality standard metrics to the industry will help advertisers prove the return on investment for each dollar spent online and improve ROI for future campaigns. Nielsen Online Campaign Ratings has helped drive marketers toward an audience-centric buying and selling approach in the US and promises to similarly transform other markets by bring that same standardisation and accountability.”
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