What is UKOM APS?
UKOM APS is a media industry measurement of UK consumers’ online activity, specified by UKOM Ltd and delivered by Nielsen, to the standard required by the industry for planning online brand advertising campaigns.
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.
