Grey Global Group's partner companies MediaCom, Beyond Interactive
and Grey Interactive have formed an agreement with Nielsen//NetRatings
for research into global Internet users, marking the largest agreement
formed between the researcher and a communications network.
The research is expected to further the development of online
advertising campaigns and ecommerce activity.
According to Grey, the service is also the first to enable comparisons
of target groups who share common characteristics across countries, for
example, men aged 25 to 35 in Italy and France who research financial
products online, or teenagers in China and Japan who buy the latest
fashions online.
Mr Adrian King, director of media research and strategic planning for
MediaCom and Beyond Interactive in Hong Kong, said: "This research
allows us to compare apples to apples rather than apples to oranges as
was previously the case. For the first time, we have the ability to
evaluate the true target audience of the new global community, audiences
that are not limited by physical or political borders. This is a huge
asset in planning digital media and a huge competitive advantage for our
clients."
The research is to be available on a cost-sharing basis between the Grey
Global Group companies, including Grey Direct, Grey Healthcare, GCI and
APCO.
MediaCom CEO Alec Gerster said, "The fact that the deal was done in Hong
Kong and will be run out of that market illustrates the agility of our
global network in identifying and providing the best planning tools for
our client."
