Nielsen and Wrappr Launch Aus Outdoor Ad Measure LIFT

In Australia, outdoor ad platform Wrappr has partnered with Nielsen to launch LIFT, a campaign measurement and attribution platform offering full-funnel attribution for ads on its sites, powered by an opt-in mobile location database.

The opt-in data is used to establish an exposed audience and a control audience, each of which is tracked through the funnel from awareness to conversion, allowing the solution to measure the campaign's impact. Key metrics such as foot traffic, awareness, consideration and purchase intent are tracked

Wrappr promotes brands in target geographic markets using branded, 'wrapped' vehicles, and was founded by brothers and co-CEOs Liam and Jonte Shaw. Liam Shaw says LIFT means brands can 'realise the true impact of their campaigns, from awareness to purchase, an invaluable asset as marketers need to increasingly justify their adspend'. According to Nielsen Director Media Analytics and Consumer Research Shruthi Babu, brands need to be smart in the current 'strong recovery stage' post-lockdown, 'and consider what is working, what is not working, and what promising advertising channels have been overlooked - using data as their guide'.

Wrappr says privacy is 'at the core' of LIFT's technology, explaining, 'All data is collected independently from Wrappr, is opt-in, and de-identified'.

Web sites: www.wrappr.com.au and www.nielsen.com .