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BizReport : Advertising archives : October 16, 2007

Two new metrics launched by Nielsen//Netratings

There are two new ways to measure advertising audiences: Nielsen Online and Nielsen Mobile. The two new metrics services offered by the Nielsen company launch this week.

by Kristina Knight

Nielsen Online will include Nielsen//Netratings and Buzzmetrics platforms, giving advertisers the ability to measure and analyze online audiences, both traditional and those interested in new mediums.

David Calhoun, chief executive officer of The Nielsen Company said, “With this new structure, we are prepared to focus with even more intensity on delivering the complete picture of consumer activity and behavior in the digital space and across all media platforms.”

The second platform, Nielsen Mobile, will join together Nielsen's existing mobile metrics platforms with the recent purchase of Telephia, a syndicated consumer research company. The platform will allow mobile marketers to measure the audience and also to profile users based on past behaviors and experiences.

“The Internet offers critical opportunities for businesses to influence consumer perceptions of brands, products and services,” said Itzhak Fisher, executive chairman of Nielsen Online. "Integrating the strong capabilities of these two entrepreneurial organizations into Nielsen Online creates a powerful tool for our clients in the fast-paced, constantly changing online space.”

The ability to measure the online space, both traditional Internet and the still-developing mobile space, is crucial to advertisers. Knowing how many unique users log on, how campaigns are faring and having the ability to change campaign messages on the fly is how advertisers connect with consumers.

Tags: metrics, mobile advertising, online advertising

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