The company has partnered with TNS Worldpanel and media research company Nurago to create a panel that measures online and offline media consumption in addition to consumer sales data.
The Media Efficiency Panel will deliver data for 10,000 households, using TNS data to supply FMCG sales data and Nurago and GfK NOP methodology to measure media consumption.
Google is funding a number of pilot studies to launch the panel on behalf of FMCG brands and their agencies.
Shuvo Saha, head of Google’s FMCG business, said, “We believe this is an important development in the measurement of media effectiveness and we are keen to learn with our advertiser and agency partners about the real effects of internet advertising in the context of the full media mix. We hope the availability of some campaign evaluation studies will encourage them to use the panel and start to learn.”
Gary Roddy, research director at GfK NOP Media, said, “For the first time, the UK marketing industry will have real empirical data linking internet advertising directly to sales and the ability to compare this with other above-the-line advertising. We believe this will help marketing budget decisions to be made in a much more informed way.”
This story first appeared on newmediaage.co.uk