Successful Online Campaigns need to be Planned, Measured and Subject to Continuous Ongoing Improvement Practices

The newly-launched UKOM Audience Planning System may prove beneficial to internet marketing consultants and others, as it offers them an industry-approved way of planning web-based campaigns.

Introduced by the UK Online Measurement Company (UKOM) and The Nielsen Company, the system uses the same frequency measures and targeted reach as those employed in radio, TV and print media.

It has come about as a result of an accord made between those in the industry to set up a database of audience numbers for the internet, using Nielsen's already-established system of measurement and building on it, to aid the planning marketing strategies.

Chairman of UKOM Douglas McArthur - the founder and former chief executive of the Radio Advertising Bureau - noted that the data that was brought out relating to January 2010 - the first of its kind to be generated by the programme - is a "truly significant milestone for the online advertising industry".

He went on to state that the information is representative of "an immediate improvement in the knowledge and confidence around online advertising for advertisers, agencies and media owners alike", including UK Social Grade, a bigger work panel and Main Grocery Shopper.

Source: UKOM