New Nielsen 'Marketplace' to Add Partner Firm Metrics

Nielsen has announced the launch of an 'Outcomes Marketplace', within its Nielsen ONE platform. Users will get access to a wide range of brand, sales, attention and conversion metrics from a variety of suppliers, for a more rounded view of an ad's impact. Attention metrics firm Realeyes is the first partner included.

The Realeyes metrics will give clients an understanding of attention and emotive response across platforms, and identify the specific elements of campaigns and creative that are most engaging to consumers. The firm's ad scoring also predicts brand sales outcomes, as well as media cost efficiency on social and video platforms.

Nielsen first announced it was adding Realeyes' data to its Outcomes measurement suite within Nielsen ONE in December - this week's announcement establishes a framework for adding more third party products. The Marketplace is up and running now, and Nielsen says it will add more 'best in class' outcomes measurement providers later this year, delivering insights across the full spectrum of campaign performance, including ad engagement, audience attention, brand perception shifts, and sales conversions.

'Our Outcomes Marketplace is the latest example of how we are innovating to make it easier to measure what truly matters: real business results,' says Nichole Henderson, GM of Global Campaign Analytics at Nielsen. 'Working with industry leaders like Realeyes will allow our clients to seamlessly connect powerful metrics for quick, actionable insights of their campaigns' outcomes, all in an open, interoperable ecosystem.' Realeyes Chief Exec Mihkel Jä ätma (pictured) adds: 'All ad impressions are not equal, and knowing your creative strength is key to knowing and managing your total campaign potential and performance.'

The partners are online at www.nielsen.com and www.realeyesit.com .