Unilever has launched a cross-media measurement model to help brands find out how campaigns are performing in all media sectors. The new tool is called the “Media Measurement Toolkit” and it will be used by Unilever, its global agency agencies and other partners as part of their marketing efforts. The plan is to put all the existing measurement tools into a single system, to measure all data about a campaign’s media performance; Unilever wants it to become a global product.
Unilever has launched a cross-media measurement model to help brands find out how campaigns are performing in all media sectors. It asked the World Federation of Advertisers and other industry organisations to collect advice and help from other brands, publishers and platforms to help create the model. The plan is to put all the existing measurement tools into a single system, to measure all data about a campaign’s media performance; Unilever wants it to become a global product.