Unilever Invests in Internet Marketing
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Unilever and Nielsen announce an agreement for the use of Nielsen Online Campaign Ratings reach, frequency and gross rating point (GRP) measurement for all Unilever brand Internet ad campaigns in the United States.
“In our business, we look for the best marketing return on investment—and the best tools to gauge that. The Nielsen Online Campaign Ratings platform is an exciting resource that brings a more rigorous standard to our online campaigns and consistency in measurement strategy across our portfolio of brands,” says Jennifer Gardner, director, Media Investment and Partnerships at Unilever. “We are excited to be at the forefront of the industry, taking full advantage of this new standard to help us more exactly understand and interact with our audiences online.”
Unilever is the first major advertiser to sign on with Online Campaign Ratings for comprehensive measurement for all 2012 digital campaigns across its suite of nearly 40 brands in the United States. Unilever will utilize the new service to improve and enhance its online campaign media planning, buying and results.
Nielsen Online Campaign Ratings launched in August 2011 aims to provide a Media Rating Council (MRC) accredited GRP for online advertising campaigns of any size with metrics similar to those used for TV advertising, enabling cross-media planning and analysis. Nielsen Online Campaign Ratings is also expected to provide a measure of breakthrough for web campaigns for a more complete view of campaign performance, including how much of the total audience actually recalled the ad. The service will be expanded to international markets, beginning with the United Kingdom, later this year.