Luxury advertisers and their agencies will, at long last, have a reliable measurement system for planning online campaigns. UKOM, the UK online measurement company, has teamed up with The Nielsen Company to create an online audience planning system, to allow advertisers and agencies to create online campaigns which are able to target specific audience types. It is hoped and anticipated that this will include being able to target the more elusive, affluent profile audiences that luxury brands are so eager to reach with their online campaigns.
Campaign Magazine reported that the system will have a panel of at least 35,000 consumers, and has been approved with the backing of some of the UK’s largest advertisers and agency groups. The Audience Planning System, as it will be called, is set to launch in January 2010 and will have the same industry approval standards applied to it as TV (Barb), radio (Rajar) and print media (NRS) audience systems. In supplying online audience data down to sites with as little as 50,000 unique visitors, the research should allow luxury and premium advertisers, or brands with smaller budgets such as fashion brands, to access with reliability, the best performing sites for their online audiences.
Guy Phillipson, the chief executive of the Internet Advertising Bureau and director of UKOM, said: “For the first time, advertisers and agencies will be able to confidently plan campaigns using industry-approved audience data comparable with traditional media, such as TV and press.
“I’m confident the UKOM Audience Planning System will transform the medium for brand advertisers.”