RFP goes out for new web ratings service

An industry group of online publishers has put out a request for proposals (RFP) for a new audience measurement tool to replace the NetRatings panel.

An industry group of online publishers has put out a request for proposals (RFP) for a new audience measurement tool to replace the NetRatings panel.

The RFP, which calls for interested companies to submit ideas about how best to measure online ratings, has been produced for a number of online media organisations, including Xtra, Nzoom, Stuff, NZ Herald and IDG Communications (publisher of IDGNet), with the support of CAANZ, the New Zealand advertising agency council.

The industry group says in its RFP that NetRatings, the AC Nielsen online ratings division, "has been the leading tool" for measuring the home internet audience. However, it says the future of NetRatings is uncertain. It has retrenched to Australia and while it is still maintaining its panel of end users in New Zealand, it has no plans to expand the panel to include a business-user model.

A number of online publishers have expressed concern that there is no single online ratings device that can be used to convince advertisers of the worth of online promotions, and the advertising industry itself is also interested in getting ongoing statistics about New Zealanders use of the web.

The RFP outlines a number of objectives of the publishing group, including web traffic measurements, such as unique audience numbers, time spent online and so on, as well as additional demographic information on the end users themselves.

Interested parties have until April 22 to respond to Suzanne Cross, market research manager at Xtra.

The group hopes to hold a question and answer session for interested vendors on April 5 and have a solution in place by the end of May.

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