Advertisers and their agencies use official audience data as a foundation to plan campaigns across all media. TV has BARB, National Press has NRS and so on. These allow the placement of advertising across a whole medium to achieve clear reach and frequency objectives. UKOM APS will allow online brand advertising to be planned in this way for the first time.

UKOM APS has the level of quality, robustness, detail and transparency that advertisers require from data used for planning any medium. In particular, the work carried out to establish and regularly validate internet users’ demographics, means that advertisers can now be sure that an online plan will deliver the specific target audiences intended.

As with all other media, additional industry or proprietary tools exist to enhance the planning process, building on the essential basics of the agreed planning currency.

The Nielsen Company manage and supply UKOM APS. They do this using a nationally-representative panel of UK consumers aged from 2 upwards, recruited both online and offline. The ongoing panel size will be guaranteed to be at least 31,000 people at home and 4,000 at work who are "under measurement": this home panel target has already been exceeded and the work panel target will be soon.

People on the panel provide detailed information about themselves, validate this on a regular basis, and confirm their identity each time they log on. Quality controls on data each month mean that around 3/4 of the total panel will be "active" (i.e. their data will be reported)

Results from the panel are reported once a month, ten days after the month end. These are distributed mainly through the UKOM APS online interface, which enables detailed audience, site and campaign analyses.

Advertisers and agencies have been pushing for a single agreed set of online planning data for ten years. Their advertising campaigns rely on the ability to identify media vehicles which will deliver their reach and frequency objectives efficiently across a whole medium. Until now, site centric data has only explained what a single domain will deliver, not a cross-medium campaign, while competing online planning tools have led to confusion. As a single, industry-agreed system, UKOM APS creates clarity and consensus on planning across the internet.

Further, UKOM APS delivers demographic data of a richer and deeper nature than any other available system enabling more detailed, accurate, confident planning.

For media owners, UKOM APS has client approval, so a sales proposal based on UKOM APS will inevitably gain more trust than one based on other sources. While site-centric data may typically offer a bigger absolute reach figure, a media owner’s revenue... Read More...

| Comment | Permalink | Trackbacks (0) | Email

How can I access UKOM APS?

Subscribers pay a standard fee to access detailed monthly UKOM APS through desktop software. Topline data is also released each month via MediaTel.co.uk

| Comment | Permalink | Trackbacks (0) | Email