Substantial expansion of titles in NMO Online
NMO’s online reach research sets the new market standard
Today National Media Research (NMO) launches the second phase of NMO Online. With this important expansion, NMO now offers an even more complete and representative picture of online media use in the Netherlands. This makes NMO Online the standard for planning online media in the Netherlands.
With NMO Online, conducted by Kantar Media, media agencies, advertisers and publishers get access to in-depth insights into reach, profiles and performance of websites and apps. The addition of new parties to the reach research, combined with an improved algorithm for linking census data and panel data, provides more numbers and richer analysis. New titles in NMO Online include retail media, international parties (“globals”), and a wide range of new digital publishers, providing an even more representative picture of online media consumption.
‘NMO Online enables media agencies and advertisers to use online media even better in a campaign plan,’ says Patricia Sonius, director of research at NMO. ‘The breadth of data and representativeness make this research the foundation for impactful digital strategies.’ The expansion of NMO Online is widely supported by the industry, underscoring the value and reliability of the research. ‘With this expansion, we are taking a big step toward complete transparency in the entire online market,’ said Joris van Lierop, director of VINEX. According to him, ‘NMO Online provides a widely supported, independent standard that the entire industry can build on, from publishers to planners.’
NMO Online is supported by the entire market and is the only dataset recognized as a standard by publishers, media agencies and advertisers alike. NMO Online is also an important source for NMO Crossmedia, with which NMO is working towards one uniform standard for cross-media reach in the Netherlands.
The launch of this next phase of NMO Online will be marked with a special meeting at Kantar Media in Amsterdam. During this meeting, operators, agencies and advertisers will jointly unveil the new seal of approval for digital reach. In the period following the launch, webinars, master classes and publications of top lists and cases will follow to further familiarize users with the new possibilities. The fact that NMO Online is the new standard and is widely supported is reflected in the special NMO campaign ‘NMO Online. Our Standard’. The campaign features high-profile figures from across the market who, with their cooperation, underline the joint importance of NMO and NMO Online.
Mediahuis Netherlands is also part of this new standard. Mediahuis’ titles are included in their entirety in the NMO Online reach survey, placing the company among the publishers contributing to the further professionalization of online media planning in the Netherlands.
About NMO
The National Media Survey (NMO) provides insight into what the Netherlands reads, listens and watches across all media, platforms and devices. NMO provides the datasets and market standards used by the entire media industry. NMO does this through innovative research that together form part of a ‘reach research architecture’ aimed at developing cross-media datasets. Initiated and funded by commercial and public media organizations, media agencies and advertisers, NMO is open to new parties in the market. NMO’s ‘Joint Industry Committee’ structure makes all stakeholders contribute to NMO’s success. Together we create better insights into media reach of the Netherlands and stimulate innovation in the industry.
