Cross-platform measurement

Advertisers MUST be able to measure advertising dollars, brand awareness and impressions on all mediums. This need is the driving force for internet advertising because of it highly engaging and measurable nature. This morning I read a press release about a company I am following for my corporate communications class. Two of WPP‘s market research firms, GroupM and Nielson, are working together to develop a cross-platform measurement tool. Rino Scanzoni, GroupM’s Chief Investment Officer stated, “Our advertiser clients increasingly recognize that traditional television advertising and online video advertising must work together.” For cross-platform advertising to work effectively and efficiently, it needs to be measured against each other.Media planning and buying are currently split between the different platforms, which makes it hard to evaluate and plan for future campaigns.  This tool is being developed specifically to aid in the media departments of WPP’s ad agencies to streamline advertising and marketing efforts.

“Cross-platform metrics are essential to both buyers and sellers of advertising,” said Steve Hasker, president of Media Products and Advertiser Solutions for Nielsen. “Every day, we’re hearing from advertisers, online publishers, TV networks and agencies that a better system of measurement is required. Through working closely with GroupM and others in the industry we believe we can help create best practices that will benefit the entire ecosystem.”