New Nielsen Feature Predicts Sales Lift

Nielsen has launched a solution called Predictive Sales Lift, promising its Nielsen ONE Ads customers an 'always-on, measurement-based, predictive way to evaluate sales effectiveness.'

The new feature predicts sales lift and incremental revenue for a given Nielsen ONE Ads campaign, using indicators such as reach, impression count and distribution of impressions across platforms, and analysing by target category, brand size and purchase frequency. Predictions are modelled on sales lift results from hundreds of historical campaigns on the platform.

In addition to giving advertisers and publishers a directional measurement of sales performance suitable for in-flight optimization, the new feature promises an 'affordable and effective' way to predict sales performance, and the opportunity to get a measure of campaigns unsuitable for traditional sales lift measurement due to campaign size or budget constraints.

According to Nichole Henderson, SVP of Global Measurement & Outcomes Product (pictured), 'Predictive Sales Lift is a major outcomes differentiator because it gives our clients a full-funnel view of campaign performance, underpinned by our Nielsen ONE measurement foundation, expertise and insights. The industry is headed towards an outcomes driven future and this is the latest proof point of how we continue to deliver for our clients and the industry on this front.'

At present, Predictive Sales Lift can be applied only to campaigns on digital platforms and CTV, and is only available in the US.

Web site: www.nielsen.com .