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| New measurement tool could expand online advertising |
| Wednesday, 27 January 2010 00:00 |
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Online streaming media advertising could increase in popularity with the introduction of a new internet measurement tool, it has been suggested.
According to the Internet Advertising Bureau (IAB), Nielsen's UK Online Measurement Company (UKOM) could encourage more firms to increase their expenditure in online platforms. UKOM, which is about to release its first set of figures, enables agency planners to measure the scope and effectiveness of online campaigns. Guy Phillipson, chief executive of the IAB UK, said the tool is likely to develop brand advertising online. "UKOM, which is powered by Nielsen, will give the agency planner all the data they need to use online for brand campaigns," he said. "Over the next few years I think online is going to come up on the rails and take more brand share." According to Deloitte, web-based advertising is expected to grow by around two per cent over the course of 2010.  |