Nielsen Launches Online Planning Tool

Nielsen/NetRatings has launched a planning tool for the online media industry called TargetMaster, which it claims is the first reach and frequency tool for internet audience measurement.

The system, which has been developed in partnership with advertising and software company IMS, allows media planners and buyers to assess the impact of their planned campaigns prior to their launch, a capability that previously was only available to traditional media.

The tool uses information from Nielsen/NetRatings’ panels covering at-home and at-work internet usage, rather than just basic traffic figures and helps planners to avoid the overlap between websites’ audiences. According to Nielsen, the system covers all stages of the schedule building process and includes an optimisation feature, which calculates the best schedule that a particular budget can achieve.

Nielsen/NetRatings international director of analytics, David Day, said: “We are introducing TargetMaster in recognition of the need of buyers and sellers of internet advertising space to have the tools and information available to other media helping to create a level playing field with television, radio, press and advertising. Planners and buyers can now optimise their media spend and internet media owners can further refine their offers.”

Recent research from Forrester shows that internet advertising outpaced the rest of the UK media industry during 2001, rising 28% year on year. Overall UK online advertising market reached £122m in 2001, with financial services advertisers dominating the sector (see UK Online Advertising Grows 28% In 2001).

Nielsen/NetRatings: 01865 742 742 www.nielsennetratings.com

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