Product category:
Market research
News Release from: Nielsen Online
Edited by the Marketingservicestalk Editorial
Team on 30 April 2008
Nielsen Online wins Audiweb contract in
Italy
Nielsen Online, a service of the Nielsen Company, has been selected by Audiweb (audiweb.it) as the provider for the Audiweb System.
Audiweb, a Joint Industry Committee comprised of the key associations and stakeholders operating in the Italian digital marketplace, will deliver an integrated and innovative online media measurement and planning system to publishers, advertising agencies and advertisers The Italian Interactive Advertising Bureau (IAB) reported that 2007 online advertising in Italy reached 680 million euros, an increase of 39 per cent over 2006, and predicts continued growth in 2008, reaching one billion euros
This article was originally published on Marketingservicestalk on 12 Oct 2007 at 8.00am (UK)
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Key elements of the agreement between Nielsen Online and Audiweb, announced to the Committeeat a gathering in Milan, include the following.
* Independent measurement of internet usage based on a statistically representative panel of the online population.
The panel uses Nielsen's desktop meter software and ensures measurement of all activities.
* The panel data will be delivered through AW View, an interface from the Nielsen Online service NetView that delivers analysis of online behaviour and demographics.
* Delivery of census-based measurement services, using Nielsen's SiteCensus browser-based technology.
* An enhanced planning tool for online media planners (AW Database).
"The Audiweb system, powered by Nielsen Online, is of great importance to the growing internet and online advertising market in Italy and across Europe", commented Luca Bordin, Managing Director Italy for Nielsen Online.
"The European markets are pushing for advanced and reliable data for planning online advertising, and Nielsen Online's experience in internet audience measurement and analysis allowed us to offer Audiweb the solution that best met client needs.
"The sophistication of this offering demonstrates the leadership of Nielsen in this field and positions Audiweb at the frontline of offering solutions to online advertising.
"With its breadth and depth of experience in digital media measurement, Nielsen Online has played an influential role in defining this advanced system for the Italian market".
"In an industry that requires accurate measurement to support growth and innovation, Audiweb and Nielsen can now provide the market with the data and tools necessary to support these goals," said Enrico Gasperini, President of Audiweb.
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