Unilever develops cross-media measurement model for digital ads
FMCG giant has combined existing industry measurement tools; will be able to measure campaign audiences and audience reactions
Published - 30-January-2019
In a bid to clean up the digital ad ecosystem, Unilever has come up with a cross-media measurement model and has been gathering inputs from other advertisers, as per media reports.
The move was initiated almost a year ago since outgoing chief marketing officer Keith Weed launched the company's Responsibility Framework.
Senior vice president of global media, Luis di Como, was quoted as saying that Unilever did not find other tools in the market fit for its purpose.
The FMCG giant has combined existing industry measurement tools into one system and has been able to determine the reach and marketing impact. The system will be able to measure campaign audiences and audience reactions, the company said.
As part of the making, Unilever has worked with Facebook, Google, Twitter and Kantar Research.