Nielsen Relaunches Direct Mail Measurement Tool
Nielsen Media Research has relaunched its business to business direct mail measurement service in an attempt to provide clients with greater insight into the rapidly growing sector.
The measurement tool, which Nielsen claims is the only of its kind in the UK, now has a significantly larger panel and an improved geographical make-up, allowing clients to track their competitor’s business activity from creative treatment to volume of mailing.
Business to business mailings represent a significant sum of ad revenues in the UK and the measurement tool has been redesigned to help clients evaluate the effectiveness of business mailings as part of multi-media advertising strategies.
Commenting on the relaunch, Nielsen Media Research’s sales director, Nikki Williams, said: “Our clients are professionals in the direct marketing, media and advertising businesses and demand more sophisticated and reliable solutions and insights into their markets.”
The latest figures from the Direct Mail Information Service show that total direct mail expenditure increased by 8.5% year on year during the third quarter of 2002 to £553.9 million. The volume of direct mail also increased by 7.7% during the same period, with the volume of business to business mail rising by 4.5% year on year (see Direct Mail Continues To Boom During Q3).
Nielsen Media Research: 01344 627 553 www.nielsenmedia.com
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