MediaPost has coverage today of Nielsen's new "Convergence panel" that monitors TV and web usage in the same household. Here are some of the tracking features cited in the article:
* Time spent by consumers on television and Internet on a daily basis.
* Simultaneous usage of television and Internet.
* The relationship between viewing content on television, streaming content, and surfing the Internet.
* Cause and effect - how usage of one media drives usage of the other.
Tracking the interplay between TV and digital marketing has been a hot-button for advertisers for some time. Today we use metrics like search query volume to attribute impact of TV campaigns on web activity. While the sample is small (a few thousand households) and panel methodology is always suspect, this is nonetheless a step forward in enabling holistic marketing analytics.
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