September the Nielsen Company announced that it has been appointed by UKOM, the Online Measurement body, as its official partner to create the country’s first currency for planning advertising campaigns on the Internet. Nielsen’s selection for this landmark work reflects its global leadership in setting the standard for Internet measurement, and expands the number of countries for which it provides the online currency of choice to 10 of the world’s largest markets.

In addition to the U.K., Nielsen provides the currency of choice in France,
Italy, Spain, Brazil, Japan, Switzerland, China and South Africa. Earlier this month, Nielsen also announced it had acquired Korean Click, the leading Web measurement company in South Korea, making it a global leader
in online measurement across 30 markets, including the United States and Australia.

“We are delighted to help UKOM build the first industry-agreed online planning tool,” said John Burbank, CEO of Nielsen’s online division. “Our selection–supported by media, advertisers and agency groups–demonstrates the marketplace’s confidence and trust in the reliability, consistency and validity of our online media measurement. As with last week’s announcement of our strategic alliance in the U.S. to develop products to measure ad effectiveness online with Face book, we are committed to partnering with our clients to help them compete in the marketplace,” added Burbank. “We look forward to working with UKOM and continuing to play this significant role in realizing the tremendous potential of the Web as an advertising medium.”

Set to launch in January 2010, the UKOM Audience Planning System (APS), powered by Nielsen, gives advertisers and their agencies the ability to plan media schedules around a single, benchmark source of highly accurate and consistent online data, just as they currently do in the U.K. for TV, radio and print media.

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