What is UKOM?
Advertisers, agencies and media owners explain the need for a single set of credible data for planning the online element of brand advertising campaigns.
UKOM is an industry solution to an industry problem
Advertisers need common, credible measures to plan brand advertising across media, and the core measures they use are (population) reach, and frequency. Without this, advertisers don't have the tools or the confidence to invest heavily in brand advertising online, with the result that only 5% of all online adspend is for a branding campaigns.
Despite a vast amount of data available in online, there are usually three key questions unanswered: how many actual people can a media placement deliver, how often, and how do these people compare demographically to the target market I want to reach?
To provide these answers for online, from a
single and credible source, the industry got
together to oversee the creation of the UKOM
Audience Planning System (APS)
UKOM APS
doesn't replace any of the other data that
online can offer, it just acts as a basic but
critical building block for planning the online
element of multi-media brand campaigns.
The product is delieverd by Nielsen, but is subject to continuous industry oversight to ensure the numbers do what they claim. All sides of the industry (media owners, agencies and advertisers) are represented in UKOM's governance.