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Unilever leads efforts to develop a cross media measurement model for brands

London - Today Unilever announces an initiative to build the first cross-media measurement model to help brands measure and understand campaign impact across the media landscape.

Unilever logo on the entrance of deodorant factory in Jiutepec Mexico

As one of the biggest global advertisers Unilever has long championed a positive, responsible advertising ecosystem, promoting the 3Vs of viewability, verification and value, and tackling issues of ad fraud and brand safety. The 2018 launch of the Responsibility Framework deepened and broadened Unilever’s approach to partner engagement through commitments to ensure Responsible Platforms, Content and Infrastructure.

Under the commitment to Responsible Infrastructure, over the past year Unilever has made significant steps towards building a model that offers brands real transparency of media performance, assessing unduplicated reach and impact across publishers, platforms and screens in a privacy-safe way. This progress was made by working closely and proactively with digital advertising and measurement partners to address industry needs around holistic media measurement.

In order to accelerate solutions for the industry, Unilever has engaged the World Federation of Advertisers (WFA), and other industry bodies, to invite other brands, platforms and publishers to join in efforts to further develop the holistic measurement system.

Unilever is leading an effort to develop a model that will combine existing industry measurement tools into a best-in-class system that measures a campaign audience, audience reaction, campaign impact and sustained impact over the short, medium and long-term. Unilever, with help from its partners, seeks to create a system that will operate across multiple markets to offer a global solution, and not only puts privacy first, but puts consumer experience at the forefront of the advertising ecosystem in an innovative way.

Keith Weed, Unilever Chief Marketing Officer, said: “To realise our vision of a more transparent and high-quality digital ecosystem, our partnerships have been, and will remain, instrumental in developing an always-on, privacy-safe model for cross media measurement. We are hugely encouraged that our digital and measurement partners worked with us to enable these significant steps towards solving the challenge of holistic media measurement. This represents a genuine willingness across the industry to find creative, effective solutions to shared issues. We look forward to welcoming other leading advertisers and industry associations to the initiative to help address this industry challenge.”

“Unilever has always been a champion of key industry-wide initiatives,” said Carolyn Everson, Facebook VP of Global Marketing Solutions. “It’s important that we and others work toward a cross-media measurement solution – one that leverages independent third-party systems, protects privacy, and improves people’s experience with ads.”

“With a privacy first approach, we are excited to partner with Unilever on their forward-looking measurement solution,” said Matt Derella, head of revenue and operations, Twitter. “Effectively calculating return on investment across channels and quantifying impact among Twitter’s leaned-in audience are critical to understanding performance in the digital landscape.”

“Unilever is addressing one of the industry’s greatest challenges — the need to measure campaign performance in a uniform and consistent fashion,” said Kirk Perry, President, Google Brand Solutions. “It’s an initiative well aligned with Google’s longstanding commitment to transparency, and we are pleased that the WFA has agreed to assume stewardship of the process.”

Mark Inskip, CEO UK & Ireland, Kantar Media said, “Kantar are committed to working with advertisers and publishers to solve for a holistic cross media measurement solution that brings understanding of the audience to a campaign across paid, owned and earned media along with the impact on brand perception and sales performance”

“Regardless of where you stand in the industry, having cross platform measurement is essential to driving monetization and growth. We’re thrilled to provide Total Ad Ratings measurement of Unilever’s advertising across platforms and are proud to support its efforts to drive standardization and adoption of cross media measurement,” said Megan Clarken, President - Media at Nielsen.

Media Contacts

Notes to editors

Announced in February 2018, Unilever’s Digital Responsibility Framework covers three key areas:

  • Commitment One - Responsible Platforms: Unilever will not invest in platforms or environments that do not protect our children or which promote anger, hate or create division in society. We will prioritise investing only in responsible platforms that are committed to creating a positive impact in society. This includes engagement on Brand Safety, fake news, influencer transparency, and fraudulent activity on the platform.
  • Commitment Two - Responsible Content: Unilever is committed to creating responsible content, initially tackling gender stereotypes in advertising through #Unstereotype, and championing this across the industry through the #Unstereotype Alliance. This also includes a focus on how platforms are vetting and monetising content that goes live on platforms.
  • Commitment Three - Responsible Infrastructure: Unilever will only partner with organisations that are committed to creating a better digital infrastructure and improving the consumer experience. This includes engagement around One Measurement system, consumer data protection, and infrastructure for managing key platform issues with third party verification implementation.

Safe Harbour

Where relevant, these actions are subject to the appropriate consultations and approvals.

This announcement may contain forward-looking statements, including 'forward-looking statements' within the meaning of the United States Private Securities Litigation Reform Act of 1995. Words such as 'will', 'aim', 'expects', 'anticipates', 'intends', 'looks', 'believes', 'vision', or the negative of these terms and other similar expressions of future performance or results, and their negatives, are intended to identify such forward-looking statements. These forward-looking statements are based upon current expectations and assumptions regarding anticipated developments and other factors affecting the Unilever Group (the 'Group'). They are not historical facts, nor are they guarantees of future performance.

Because these forward-looking statements involve risks and uncertainties, there are important factors that could cause actual results to differ materially from those expressed or implied by these forward-looking statements. Among other risks and uncertainties, the material or principal factors which could cause actual results to differ materially are: Unilever's global brands not meeting consumer preferences; Unilever's ability to innovate and remain competitive; Unilever's investment choices in its portfolio management; inability to find sustainable solutions to support long-term growth; the effect of climate change on Unilever's business; customer relationships; the recruitment and retention of talented employees; disruptions in our supply chain; the cost of raw materials and commodities; the production of safe and high quality products; secure and reliable IT infrastructure; successful execution of acquisitions, divestitures and business transformation projects; economic and political risks and natural disasters; financial risks; failure to meet high and ethical standards; and managing regulatory, tax and legal matters. These forward-looking statements speak only as of the date of this announcement. Except as required by any applicable law or regulation, the Group expressly disclaims any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements contained herein to reflect any change in the Group's expectations with regard thereto or any change in events, conditions or circumstances on which any such statement is based. Further details of potential risks and uncertainties affecting the Group are described in the Group's filings with the London Stock Exchange, Euronext Amsterdam and the US Securities and Exchange Commission, including in the Annual Report on Form 20-F 2017 and the Unilever Annual Report and Accounts 2017.