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Audience measurement could boost online video productions, says expert Nielsen figures could encourage greater use of online branding campaigns, it has been claimed.
A new tool for measuring internet audiences could boost online advertising and video productions, an expert has said.
Nielsen is due to announce the first UK Online Measurement Company (UKOM) figures next month and Guy Phillipson, chief executive at the Internet Advertising Bureau (UK), said that this was likely to help develop brand advertising online.
According to Mr Phillipson, the new measurement will give advertisers a way of analysing their audience reach in a similar way to that offered by systems already in place for TV, Radio and print.
"If you wanted to launch a new shampoo or something, then in the past people wouldn't have thought 'I must do some media online', because they wouldn't be able to measure the audiences online as they could on television but now they have a comparable tool in UKOM," he said.
He also predicted that online branding was going to "come up on the rails" and challenge television as the primary advertising medium in the next few years.
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