Google is embarking on a multi-million pound planning tool to help brands understand consumer behaviour across TV and online media platforms.
Google is working with research firm Kantar to build the panel, which will measure TV and online media habits.
The project is designed to provide the industry with a greater understanding into consumer habits on an ongoing basis.
Kantar will recruit a 3,000-strong panel, representative of the UK population, by the end of this year, with data and measurement analysis offered to the industry by 2012.
The search giant has already commissioned a number of studies in the area in a bid to understand the reach and impact of ad campaigns that run on television and online.
Google is now consulting with the media and advertising industry in the UK, including industry bodies the Internet Advertising Bureau (IAB) and Incorporated Society of British Advertisers (ISBA), about how to make the data available.
Jonny Protheroe, research manager at Google UK, said: “We’ve had discussions with these for quite a while to try to let people know what we’re doing and why. It’s intended to be complementary to all the other services out there.”
He added that it would not be a free resource.
Bob Wootton, director of media and advertising at ISBA, said: “As digital media channels proliferate and grow in importance, advertisers seek better understanding of their audiences.Yet the current resources are inconsistent and often incompatible, and their number confusing. We therefore welcome any initiative which promises to shed more light in this important area, as well as perhaps bringing things together.”
Guy Phillipson, chief executive of the IAB, added: “Between them, TV and online command 50% of total media spend in the UK. The Internet Advertising Bureau always welcomes new efforts to understand how consumers are using the internet and how online channels work in conjunction with other media.”
