Unilever has made a deal Nielsen, whereby P&G can use Nielsen’s Online Campaign Ratings product for reach, frequency and gross rating point (GRP) measurement. The CPG giant will use the product for its brand Internet ad campaigns in the U.S.
The company is the first major advertiser to sign on with Online Campaign Ratings, which launched last August. Unilever says it will use the product for comprehensive measurement for all 2012 digital campaigns across its suite of nearly 40 brands in the U.S., per a joint release.
Unilever and Nielsen will co-present some of their learnings at the Advertising Research Foundation’s Re:think 2012 convention in New York City in March. Nielsen says it will expand the product to international markets, beginning with the United Kingdom, later this year.