Nielsen officially launched its new online advertising measurement tool today at its Blue Mountains jamboree with an endorsement from MediaCom.
Online Campaign Ratings (OCR) is good, said MediaCom's John Miskelly. It means firms can get real time performance data and tweak campaigns in play.
OCR uses Facebook accounts to measure which people have seen a given ad. That's nearly 12 million accounts in Australia to leverage. Brad Smallwood, vice president of monetization analytics said that advertisers needed to use OCR or risk planning in silos rather than holistically.
If planners don't tie TV and online together using a consistent system across media they would be less efficient, he told AdNews.
Facebook has experience of the system from its launch in the US 18 months ago. Smallwood said that for certain publishers, OCR showed that the average accuracy of data was, for example, 50-60% in the female 18-24 category. Some people may make an issue of that level of in-target delivery but it has to be kept in context, he said: A TV campaign would deliver less than 10% of the same demographic.
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