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Google Backs New Ad ROI Panel
GfK NOP Media has rolled out a panel in the UK which combines online and offline media consumption with consumer sales data, to help advertisers and agencies measure the ROI of their media campaigns.
 The Media Efficiency Panel was first launched in Germany last year, and has already been used extensively by a number of large FMCG firms.
In the UK, the panel will consist of 10,000 households, and tap the existing TNS Worldpanel service to provide FMCG retail sales data at household level (panellists scan and report their offline purchases when they get home from shopping).
For the launch of the UK panel, Google will fund a limited number of pilot studies for FMCG firms and their agencies. Shuvo Saha, Head of Google's FMCG business said he hopes that the roll out will help his firm and its advertiser and agency partners learn about the real effects of Internet advertising in the context of the full media mix.
Software from nurago will measure online media consumption by logging which URLs consumers have visited and which online advertising they have been exposed to. GfK NOP Media will then use statistical techniques to calculate the probability of consumers buying a given product as a direct result of online and offline advertising.
In addition, the service will also measure panellists' TV, radio and print consumption via a regular media questionnaire.
GfK NOP Media's Research Director Gary Roddy explains: 'For the first time, the UK marketing industry will have real empirical data linking Internet advertising directly to sales and the ability to compare this with other above-the-line advertising. It is a powerful complement to existing industry tools like UKOM, providing clients with great data to enable accurate campaign ROI evaluation.'
Web site: www.gfknop.com .
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