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Thursday, May 20, 2010

A new entrant mapping the UK Online Media Landscape


UKOM APS is a media industry measurement of UK consumers’ online activity, specified by UKOM and delivered by Nielsen. It is new to me.

The service is aiming to enable online brand advertising to be planned in the same way as agencies use BARB for TV and NRS for the National Press, allowing placement of advertising across a whole medium to achieve clear reach and frequency objectives. Well that is the official theory.

I suggest that you download a presentation that provides some interesting insights into the online behaviour of the Brits.

I am a bit baffled by the exact definition of “Reach Profile”. However it is defined, I thought it was fascinating to see that the 35-49 and 50-64 year olds are about the same. Look at the difference between the social economic groups. Also, it looks like 41% of the UK’s online population is 45+.

Always good to get a new set of digital metrics but of course they all tell the same story. Dick Stroud

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