BSkyB, Mecca Bingo and Halifax among the first brands to use Nielsen's new Cross-Platform Campaign Ratings system
Nielsen has launched its Cross-Platform Campaign Ratings system in the UK, allowing advertisers to more accurately analyse the effectiveness of their cross-platform ad campaigns and set budgets accordingly.
The system, which works in the UK by combining Nielsen Online Campaign Ratings with TV data from BARB, takes the commercial exposures from an advertiser's TV ads and its online ads, and reports on the combined audience for the campaign.
This shows advertisers, agencies and publishers just how many people, by age and gender, are seeing their ad across TV and online - both combined, or exclusively across either platform.
Nielsen conducted beta tests of the system earlier this year with a selection of brands, agencies, publishers and ad networks.
Early results from the various-sized test campaigns found that there’s a variance in ‘incremental reach’ – the additional people who see a campaign online who would not have seen it on TV – of between 0.4 per cent and 14.1 per cent when looking at an advertiser’s specified audience for its campaign.
Other early findings show that the bigger the size of a TV campaign, the lower the levels of incremental reach online. And people who see a campaign’s ads both online and on TV don’t necessarily see them more frequently than those who only see them on just one platform.
BSkyB was one of the first brands to test the system, as research and insight controller Rebecca Rangeley explained: “Since we offer our customers flexible access to our content across multiple platforms, any service that measures platforms in a consistent, transparent way has our support.
“Getting a joined-up view of how and where our customers watch our content is an important goal for us, and Nielsen Cross-Platform Campaign ratings is an innovative step in the right direction towards allowing us to investigate the combined power of our TV and online platforms.”
In addition to BSkyB, Mecca Bingo and Halifax also trialled the service along with six other brands.