Nielsen, a global leader in audience measurement, data, and analytics, announced that they are launching expanded capabilities in their Outcomes measurement suite. By bridging creative evaluation with brand and sales lift, Nielsen will deliver deeper insights on the performance of ad creatives to power ad effectiveness and desired outcomes. The launch includes a new collaboration with Realeyes, a leader in attention measurement.
Nielsen has been at the forefront of driving audience and outcomes measurement through Nielsen ONE, the cross-media measurement platform that supports the full marketer workflow. With the addition of creative evaluation capabilities, advertisers and agencies can understand what captures and holds audience attention, and the why behind a creative’s performance. This added intelligence complements Nielsen’s brand and sales lift solutions to enable brands to improve the ad’s impact in driving outcomes.
“Brands today have endless opportunities to engage consumers and they need the right intelligence to make the best decisions about their ad campaigns. Our advanced creative evaluation capabilities will allow us to dive deeper into the ways campaigns are measured, uncovering how well a campaign works and the impact different creatives have on outcomes,” said Nichole Henderson, GM of Global Campaign Analytics. “To bring this to reality, we’re excited to work with innovative technologies like Realeyes.”
Realeyes delivers performance scores for ads, including creator content and ad versioning across multiple markets and audience segments. The solution uses AI-powered recommendations that surface tactics to improve ad performance, and attention heatmaps to understand precise visual elements that drive higher attention performance.
“Attention is a powerful metric to understand resonance and outcomes as consumers demand more personalized, meaningful experiences across modern media platforms,” said Mihkel Jäätma, CEO of Realeyes. “We’re thrilled to be part of Nielsen’s innovation in the creative evaluation space and bring best-in-class insights to the industry at scale.”
“Understanding why ads work through the lens of attention helps us drive better consumer experiences which ultimately lead to more sales across our global portfolio of brands.” said Sorin Patilinet, Senior Director, Global Marketing Effectiveness, Mars Inc. “We now have a better comprehension of content impact by mapping attention and emotion to advertising effects, and we look forward to further integrations of attention into media analytics.”
“Attention is the dividing line between ad stimuli and ad effect,” said Cesar Brea, Partner, Bain & Company. “Advertising effectiveness at enterprise scale requires an industry transformation whereby attention data are systematically embedded inside media, audience and creative systems to enable precise planning, delivery and measurement for continuous performance improvement.”
This announcement reinforces Nielsen’s track record of innovation and modernization of its measurement and analytics. In addition to bringing Big Data + Panel measurement to the market, Nielsen has expanded Nielsen ONE to include outcomes, advanced audiences and planning capabilities. Nielsen’s measurement is powered by person-level data from panels of over 1.2 million individuals and backed by the scale of the industry’s largest big data footprint and broadest coverage across digital, linear, streaming, and CTV.
SOURCE: Nielsen