Nielsen Partners in UK for Direct Mail Measurement

UK body JICMAIL, which delivers industry standard audience measurement data for Direct Mail, has partnered with Nielsen to launch a new measurement methodology. The approach promises 'near-census level data' and replaces Nielsen's previous panel-based volume measurement.

JICMAIL stands for Joint Industry Committee for Mail, and its remit includes Partially Addressed Mail, Door Drops and Business Mail. The new measurement covers Direct Mail and Door Drop volumes as well as ad spend, and is available via Nielsen's Ad Intel measurement system. Data is sourced from a key players on the supply side of the mail industry, who provide advertising mail volume data, and a simplified set of rates is then used to calculate spend.
igence covering ad activity across mail, TV, audio, digital, print, out of home and cinema. The solution gives actionable insights for users to identify prospects, analyse brand strategies and optimise future campaigns accordingly. Mail ad spend can now be accessed via the service on a weekly basis, while mail ad creatives are released on a daily basis.

The partners say the data can be used to measure advertiser share of voice within a defined competitive set; to measure mail's share of ad spend vs other channels; to track the number of advertisers using the mail channel; and for deep-dive campaign reviews, combining circulation data with JICMAIL reach and frequency data.

Ian Gibbs (pictured), JICMAIL's Director of Data Leadership and Learning comments: 'The release of full-fat mail circulation through Nielsen Ad Intel represents a huge milestone in the suite of mail measurement tools that JICMAIL now offers the industry. Alongside JICMAIL's panel based mail tracking, performance benchmarks via the Response Rate Tracker; plus our numerous test and learn solutions; circulation data provides the most accurate read on mail volumes yet. Through Nielsen Ad Intel planners have a great new additional tool to explore the rich potential of the mail channel'. Nielsen Customer Experience Lead John Mead adds: 'This advancement not only empowers our clients with deeper, more actionable insights but also underscores Nielsen's commitment to innovation and excellence in advertising data. By providing a more comprehensive view of ad spend and creative performance, we're enabling businesses to make more informed decisions that ultimately drive significant impact'.

Web sites: www.jicmail.org.uk and www.nielsen.com .