The internet has always suffered at the hand of metrics. Metrics which disclosed much more details that made the medium more accountable than other mediums like TV and Print. Also a single metric which made internet comparable to mainline mediums has so far never existed. This has be the real pain for internet advertising across the world.
IMRB has previously stated that its working on such metric and now news comes in that Nielsen is taking important steps in bringing credible Internet measurement metrics the world over. It has taken the first such step in UK as it was appointed by UKOM, the UK Online Measurement body, as its official partner to create the country’s first currency for planning advertising campaigns on the Internet.
Talking about their India plans Karthik Nagarajan, Associate Director, Online Division, The Nielsen Company said “This comes at a time when we are about to launch a similar online audience measurement service in India, which will help media planners and agencies to finally get access to the same extensive and accurate data that has helped grow ad spends in the largest online markets of the world. It will be the first currency for planning advertising campaigns on the Internet in the country,”
It remains to be seen as to which of the metric measurement tools i.e. Nielsen’s or IMRB’s finds acceptance among publishers and advertisers. Whichever succeeds one has to admit that its high time a universally accepted cross media measurement tool came to the fore which actually placed internet in comparison with TV and Print when it came to media exposure.
