Nielsen Platinum Learning Session - Helping Digital Speak Brand: A Movement Toward Revolutionizing Online Buying and Selling
Helping Digital Speak Brand: A Movement Toward Revolutionizing Online Buying and Selling
While some in the industry may debate the relative merits of the Gross Rating Point (GRP), Nielsen Online Campaign Ratings has proven the value of online GRPs in the first six months of availability. Steadily gaining adoption by media agencies, advertisers and publishers, this system is permanently changing the equation for buying and selling online ads. For marketers, the ease of using a single buying metric that's consistent across traditional and digital channels is a critical component for their continued success in the marketplace. As evidence of this, to date, major advertisers have run hundreds of studies to quantify the reach and breakthrough of their campaigns in consistent and actionable terms. In this session, Nielsen will co-present with one of the leaders at the forefront of this industry movement towards cross-platform GRP metrics. They will review results from select campaigns, their learnings, and how they are applying this information to drive business both online and off to win in the marketplace.
John Burbank – President, Nielsen Strategic Initiatives
Patti Wakeling - Director, Global Media Insights, Unilever