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Direct Response Marketing

Field Reports

1 Jul, 2008 By: Thomas Haire, Jacqueline Renfrow Response


 

NBC Universal and Nielsen Measure ROI

 

By Jacqueline Renfrow ( jrenfrow@questex.com)

NEW YORK — NBC Universal and The Nielsen Co. have partnered to create sales metrics that they contend will help advertisers make better buying decisions using Nielsen's Fusion project. The objective is to assist in better planning and ROI for NBC's advertising clients.


 

"Our ultimate objective is to make our sales ad marketing partners as effective as possible in using the various platforms that NBC Universal offers," says Alan Wurtzel, president of research for NBC Universal.

Nielsen's Fusion project joins together data from its TV ratings service, its VideoCensus service (which measures streaming video on the Internet) and databases of consumer activity for broader product categories including package goods, pharmaceuticals, automotive and movies. Fusion was developed by Nielsen's NielsenConnect Unit, headed by Jon Mandel, a former MediaCom executive.

The move is part of a growing demand from advertisers that want to know where consumers are getting their entertainment and information. Customers' ability to watch more programs on TV and other forms of video entertainment online is increasing. So media outlets are looking for new ways to measure viewing across different channels.

"By combining the power of Nielsen's unique research capabilities with the insight of a significant media client like NBC Universal, we can help develop a new metric which will ultimately benefit all of Nielsen's customers," says Mandel.

 

Viacom Launches Spike.com

 

By Jacqueline Renfrow ( jrenfrow@questex.com)

NEW YORK — MTVN Entertainment Group, a unit of Viacom, unveils Spike.com, an online platform for men. The redesigned site offers deeper content channels, a high-resolution and full-episode video player, and advanced social networking. The site will also feature original content including a development deal with Playboy.com.

The newly launched Spike.com offers deeper content channels, a higher-resolution and full-episode video player, and advanced social networking. So far, the site has increased traffic to Spike TV content by 150 percent.
The newly launched Spike.com offers deeper content channels, a higher-resolution and full-episode video player, and advanced social networking. So far, the site has increased traffic to Spike TV content by 150 percent.

"With this transformation, Spike.com is now positioned to be the Web's premier destination for men at the younger end of the 18-34 demo — guys who are into the UFC, video games and viral videos," says Erik Flannigan, executive vice president, digital media, MTVN Entertainment Group. "We've combined the best of Spike's television and broadband assets with compelling guys-only content. Joined under the Spike brand, we now have a major video site to appeal to this highly desirable audience."

The new site is actually an integration of two older ones: SpikeTV.com and IFILM. The merger was to enhance the social multimedia experience and target the coveted 18-34 demographic. Spike.com offers video programming on an enhanced, extra-large, high-resolution video player.

"Spike.com is a true online destination for guys that live parallel to the channel," says Jon Slusser, senior vice president, Spike digital and video games. "It introduces guys to Spike on-air programming in a more organic way and so far it's proven to be very successful, with traffic to Spike TV content jumping more than 150 percent."

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