Nielsen Catalina Solutions (NCS) has announced a new solution measuring the in-store sales driven by advertising across screens.
NCS, which uses exclusive data from its two parent companies to provide its targeting and measurement services, says this is 'the first holistic and device agnostic view of how TV and/or video advertising is performing, on any screen or service'. The service measures the total incremental sales driven by a given ad campaign and how each platform contributed to the total lift - comparing linear TV (including data-driven), OTT, addressable TV, connected TV, desktop, mobile web and mobile in-app. Results can also be split out to measure uplift from exposures through a single TV program, across all formats - this has already been used for CPG campaigns delivered on AMC, FOX and Hulu.
NCS EVP of Strategy Carl Spaulding comments: 'The television ecosystem today is complex; consumers are increasingly electing a combination of services and devices to meet their customized needs for content. There are more ways and places to advertise, presenting new opportunities for marketers, however it has been difficult to measure holistic campaign success until now'.
Web site: www.ncsolutions.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.