You are here
NEW YORK - NetRatings, provider of Nielsen/NetRatings, and ACNielsen U.S., an operating unit of ACNielsen, a VNU business, have announced the launch of Homescan Online, a new service designed to improve the effectiveness of online marketing for consumer packaged goods marketers and Web publishers.
"The CPG industry has evolved online to a point where market research tools are critical in understanding consumer buying behavior on the Web," said Susan Nathan, s.v.p. of media knowledge, Universal McCann. "We are looking forward to the Homescan Online service, which promises to deliver much needed research on how online consumers interact with CPG brands."
Homescan Online will utilize 12,000 members of the ACNielsen Homescan consumer panel who have opted in to the service, allowing their Internet behavior to be monitored with Nielsen/NetRatings technology as they record their offline buying behavior with ACNielsen's proprietary in-home UPC code scanners.
Homescan Online will show CPG marketers the Web sites category or brand buyers are visiting, giving them a better understanding of consumers' online behavior and helping them place more efficient media buys. Then it will help evaluate the effectiveness of online advertising campaigns by measuring actual offline purchasing behavior among consumer groups who were exposed to the advertisements.
"This service will help make the Internet a much more viable advertising option for CPG marketers," said Robert Tomei, general manager/e.v.p., ACNielsen U.S. Homescan. "Two key questions CPG marketers have been asking about the Internet are: 'How can I get a reliable read on where my buyers are going online?' and, 'how do I know if my online marketing is impacting retail sales?' Homescan Online will provide the answers."
William Pulver, president and c.e.o,, NetRatings, Inc., said the new service "will go a long way toward providing the CPG industry with an effective measure of ROI for their online investment and represents another dimension of NetRatings' patented technology for measuring Internet usage and behavior."
Homescan Online will integrate consumer retail purchasing of up to 12,000 CPG brands and online visits to more than 1,000 Web sites. Initial custom analysis from Homescan Online is expected to be available in January 2004. Full reporting through 2004 will include quarterly Web surfing data with annual all-outlet purchasing data.
The announcement was made at AD: TECH New York, an annual interactive marketing conference.