Thursday, November 13, 2008

The latest news from our friends at Nielsen


As we are all aware, the current digital planning data in Australia is flawed and the IAB are in the midst of finding a way to address this. Nielsen have been reappointed to provide the solution, however, there is still work to be done in delivering a satisfactory system. Essentially, however, we will move to a Hybrid methodology through Nielsen (combination of panel and cookies).

In terms of progress, Nielsens proposed Hybrid panel methodology has now been audited. There were 16 areas of concern that NNR were asked to address post audit. Of these 12 have been fixed, but the final 4 are still being explored - due to expense of resolution. Basically the IAB may need to dig in to their back pocket or find another way around.

The good news? Either way, apparently we can expect the new system to be in place by mid 2009. Hooray! Early next year a new version of Netratings will be released called 'Phoenix', this will be followed by the Hybrid solution late in Q2.

Ad Effectiveness:

In more news from Nielsen they have been working on an Ad Effectiveness Project.

Nielsen provide digital effectiveness studies to paying clients. In doing so, they identified a gap in the market for a more educational piece of research.

I was both excited and disappointed on this one! Excited, as we are crying out for evidence that Digital works beyond an acquisition model..... Disappointed, that the study is based on just one campaign (for one client). Better than nothing though and hopefully the start of much more work in this area.

Which brings me to some good news. I have put my hand up for us to be contacted to partner in the next phase of the project with one of our clients. Wave one is based on a retail client. Wave two will either be auto or finance...hopefully we will be involved.

In the meantime, wave one project outcomes will be presented over breakfast in a couple of weeks time. Watch this space for updates.

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