I read an article a few months ago from MediaWeek, "Nielsen Launches Online Campaign Ratings." It wasn't until this month that this idea was once again strongly reinforced in my mind. Nielsen will roll out an Online Campaign rating in 2011 that will be bale to track the effectiveness of cross platform campaigns. The ratings will be more like TV ratings with TRP, GRP, reach and frequency.
This truly has the ability to change how we see a whole campaign. The Richards Group presented to us a few weeks ago about a "cross-training model" of someone who needs to know both the traditional and non-traditional world. This is the future of advertising.
Although the ratings system is not designed for measuring specific digital features such as traffic, the ratings will be designed for measuring a specific ad campaign. We will be able to see how digital and traditional are melting together to make a fully integrated campaign.
Look out digital world 2011.
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