UKOM publishes first ever data from industry-agreed UK online audience planning system.
Advertisers can now plan online campaigns using the same targeted reach and frequency measures in an industry-approved system just as they do with TV, radio and print.
UKOM (UK Online Measurement Company Ltd.) and The Nielsen Company have launched the UKOM Audience Planning System by publishing inaugural data from the first ever UK industry-agreed audience measurement and planning system for online media.
The UKOM Audience Planning System (APS) means advertisers and their agencies now have an industry-approved system to plan online campaigns using the same targeted reach and frequency measures as they have with TV (BARB), radio (RAJAR) and print media (NRS).
Douglas McArthur OBE, Chairman of UKOM, says, “Today’s release of January 2010 data is a truly significant milestone for the online advertising industry in delivering comparable audience measurement data to other, established media channels. This first data represents an immediate improvement in the knowledge and confidence around online advertising for advertisers, agencies and media owners alike.”
The UKOM APS is a result of cross-industry agreement to establish a single set of person-centric audience numbers for online media. It has been built upon Nielsen’s established measurement system and added new elements to improve the planning of online brand advertising campaigns. These include; a larger work panel; UK Social Grade, which segments households based on the occupation of main income earner; Main Grocery Shopper, whether the panelist is the main purchaser of groceries in the household; and ISBA Regions, how the official body of British advertisers segments postcodes.
