Nielsen Brings Ad Engagement Measure to UK

Nielsen's TV ad effectiveness arm 'Nielsen IAG' is planning a UK roll out for its ad and programme engagement measurement service, running in the US since 2000.

The firm, which has been collecting UK data through a test panel since last November, aims to provide advertisers with survey-based measurement of all primetime TV programmes and national advertising. The campaign planning and creative execution service is available for all devices which can access TV, including mobile phones and computers.

The service aims to help clients evaluate the contribution a specific show, time slot and creative execution has on their campaigns, enabling them to alter specific elements as required. Nielsen says it can provide data through its online panel within days of a new ad campaign breaking.

Co-CEO Alan Gould comments: 'We'll see advertisers buying TV spots increasingly on the basis of how engaged the audience is not just how big it is. However people access TV, we are going to measure it.'

The service forms part of Nielsen's Advertiser Solutions portfolio, which is overseen by Online and Advertiser Solutions MD EMEA Louise Ainsworth.

Web site: www.nielsen.com .