UKOM in cross-media planning
UKOM's aim is to provide an "open source" dataset on Internet use that can be merged with any other media planning data, to facilitate the planning of online display advertising within holistic communications planning.
How UKOM integrates digital into cross-media comms planning
IPA TOUCHPOINTS 3: UKOM data has been included in the latest IPA TouchPoints Integrated Planning Database, and a revised dataset will be issued in June along with the new POSTAR data on out-of-home media.
NRS CROSS-PLATFORM READERSHIP: UKOM data was chosen by the NRS following a competitive pitch, as the best datasource for their new cross-media readership tool. This will give agencies and media owners the ability to identify total cross-platform reach for major newspapers and magazines, and plan cross-platform campaigns accordingly. The fusion process is scheduled to take place in early 2011.
Bespoke fusions: IMS and Telmar offer bespoke fusion or multibasing solutions to allow UKOM subscribers to connect the data to any other planning database they use. IMS have already conducted a UKOM/BARB fusion to measure incremental reach.