LONDON: Unilever and Mondelez International have become the first global brand owners to sign up to Nielsen's combined TV and online ad measurement system, which began beta tests in the UK last week.

Nielsen's Cross-Platform Campaign Ratings provide a combined audience figure for ads by measuring commercial exposure to TV and internet campaigns, in what the research company claims is a unique and previously-unreachable manner, reports Marketing Magazine.

This is especially important against a background of double-digit spending growth for online video advertising in Europe, as reported at a recent IAB Europe conference.

Several delegates at that event noted that multi-screening may prove a boost to online advertising, as TV shows are enhanced by the use of connected devices. Many also, however, expressed frustration at a continued lack of effective measurement.

In the UK, Nielsen's new system combines figures from its Online Campaign Ratings with data from the Broadcasters' Audience Research Board, looking at reach, frequency, gross rating points, unique audience and impressions at a daily level, explained ClickZ.

Derek Luddem, the area media manager for UK, Ireland & Nordics at Mondelez International, said: "Crucial for all advertisers is an understanding of how online and TV complement each other."

"Removing the technical barriers to measuring how people really view content and advertising is crucial if we want to understand the delivery of our campaigns holistically," he added.

Agencies and publishers that have signed up for the trial include Omnicom Media Group and Aegis Media.

The latter's chief research officer, Mark Greenstreet, said: "We've now entered the era where being able to measure and plan exposure to communications across all screen devices is essential in order to deliver efficient and effective display campaigns."

Data sourced from Marketing Magazine, Media Week, ClickZ; additional content by Warc staff