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Wall Street Journal: Unilever Signs on for Comprehensive Use of Nielsen Online Campaign Ratings

February 27, 2012

Charter Agreement Delivers Unilever Increased Rigor, Cross-Brand Consistency for Internet Advertising Audience Demographics

NEW YORK, Feb 27, 2012 (BUSINESS WIRE) -- Unilever, one of the world's leading consumer goods companies, and Nielsen, a global information and measurement company, today announced an agreement for the use of Nielsen Online Campaign Ratings reach, frequency and gross rating point (GRP) measurement for all Unilever brand Internet ad campaigns in the U.S. Unilever is the first major advertiser to sign on with Online Campaign Ratings for comprehensive measurement for all 2012 digital campaigns across its suite of nearly 40 brands in the U.S. Unilever will utilize the new service to improve and enhance its online campaign media planning, buying and results.

Unilever and Nielsen will co-present some of their learnings from Online Campaign Ratings studies at the Advertising Research Foundation's Re:think 2012 convention in New York City on Tuesday, March 27 at 2pm.

"In our business, we look for the best marketing return on investment--and the best tools to gauge that. The Nielsen Online Campaign Ratings platform is an exciting resource that brings a more rigorous standard to our online campaigns and consistency in measurement strategy across our portfolio of brands," said Jennifer Gardner, Director, Media Investment and Partnerships at Unilever. "We are excited to be at the forefront of the industry, taking full advantage of this new standard to help us more exactly understand and interact with our audiences online."

"Nielsen Online Campaign Ratings will drive increased confidence in the web as a brand medium, and studies to date highlight significant opportunity for leading marketers like Unilever to optimize their TV and online spending together," said Steve Hasker, President, Media Products and Advertiser Solutions, Nielsen. "We are thrilled to be working with Unilever to provide the tools, insights and intelligence that will help them be more effective in reaching consumers."

Nielsen Online Campaign Ratings launched in August 2011 providing the first-ever Media Rating Council (MRC) accredited GRP for online advertising campaigns of any size with metrics similar to those used for TV advertising, enabling cross-media planning and analysis. Nielsen Online Campaign Ratings also provides a measure of breakthrough for web campaigns for a more complete view of campaign performance, including how much of the total audience actually recalled the ad. The service will be expanded to international markets, beginning with the United Kingdom, later this year.

Unilever's collaboration with Nielsen is just the latest leading strategic initiative from the mega-advertiser. In recent years Unilever has brokered several "first" media deals, including flipping traditional network advertising upfronts on their heads in 2008 for the first-ever Reverse Upfronts that asked media companies to develop content deals around brand plans; inking a deal to be the presenting advertiser on Apple's iAd platform in 2010; and, most recently, signing on as the unprecedented global advertising sponsor of 20th Century Fox's drama Touch, launching in more than 100 countries on March 18th.

About Nielsen Online Campaign Ratings

Nielsen Online Campaign Ratings combines Nielsen's Cross-Platform Homes panel data with aggregated, anonymous, privacy-protected demographic information from participating online data providers. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to both advertisers and publishers. Since its launch, Nielsen Online Campaign Ratings has run more than 350 campaigns for over 50 brands, across more than 400 websites.

About Unilever North America

Unilever is one of the world's leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America -- generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca .

About Nielsen

Nielsen Holdings N.V. NLSN +0.25% is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com .

As seen here: http://www.marketwatch.com/story/unilever-signs-on-for-comprehensive-use-of-nielsen-online-campaign-ratingstm-2012-02-27

 

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