CReATION: Grey Global forms agreement with Nielsen//NetRatings

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."

This article was first published on Media Asia