Nielsen is looking to push out its long-awaited internet Campaign Ratings, which will be the equivalent of GRPs for television. They will also include Facebook users along with select Nielsen homes.
This is a large feather in Nielsen’s cap, and online reaches audiences that the television just doesn’t anymore. Advertisers crave the stability that the GRP offers for television in an online standard.
“For packaged-goods, insurance, financial services, quick-serve restaurants and movie studios, this is your bread-and-butter and how you spend 80 percent to 90 percent of your budget,” said Dave Morgan, CEO of Simulmedia. “You cannot sell advertising to these folks unless they have a sense of the total audience they are reaching.”
Issues that have to be dealt with for online, however, are improper targeting, cluttered environments and fraudulent impressions. “We find most of our CMOs are less and less concerned with audience buys and more concerned about the performance of that investment,” said Wes Nichols, CEO of Marketshare partners.
Hopefully the move will help expand online advertising budgets from the world’s largest advertisers towards online, which is a change long overdue.
Source: AdAge
