Nielsen has launched a campaign measurement tool called Nielsen Market Lift, to help clients evaluate the effectiveness and efficiency of their campaigns on both a large national scale as well as on small scale 'test and learn' advertisements.
With the new solution, clients can understand how well their specific campaign achieved goals, and diagnose the drivers of campaign performance. Powered by proprietary data and methodology, the solution compares the sales metrics for two groups - those who saw ads and those who did not - providing a view of the incremental sales lift driven by a campaign.
As well as measuring the impact of media campaigns on actual sales, the solution helps evaluate the effectiveness of a single media source or omnichannel measurement across digital, mobile, TV, streaming (including CTV, OTT), radio, print, and out-of-home. It will initially be available in 37 markets around the world spanning Asia, Europe, Latin America and North America, and throughout the remainder of 2021, Colombia, Denmark, France, India, Japan, Peru, Philippines and Vietnam will be added.
Jacob Goethals (pictured), Market Lift Product Strategy Lead, comments: 'Nielsen has an unmatched global footprint that measures sales lift across media channels around the world - no two markets are the same, and our global experience enables marketers to optimise their advertising spend strategically. Nielsen Market Lift is engineered to bring agility and flexibility to users with a data agnostic design that allows users to leverage Nielsen's trove of syndicated data in FMCG or for clients to use their own data to measure across verticals with the same trusted methodology.'
Web site: www.nielsen.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.