Picture this: You’re a CMO charged with assuaging brand performance against a multi-million dollar media campaign. But, the media buy includes both broadcast and cable TV and digital entities such as YouTube, or Facebook.
Where’s the metric to give others in the C-Suite? Nielsen Catalina Solutions (NCS) believes it has the numbers to deliver.
NCS has unveiled “a new cross-screen solution” that measures the in-store sales driven by any advertising delivered “across today’s multidimensional TV and video landscape.”
For Nielsen Catalina, it believes it has a tool the CPG industry hasn’t yet had — one that provides “the first holistic and device-agnostic view of how TV and/or video advertising is performing, on any screen or service.”
Carl Spaulding, EVP of Strategy at Nielsen Catalina Solutions, notes, “The television ecosystem today is complex; consumers are increasingly electing a combination of services and devices to meet their customized needs for content. There are more ways and places to advertise, presenting new opportunities for marketers, however it has been difficult to measure holistic campaign success until now. With the data assets of Nielsen and Catalina and our industry partners, NCS is helping CPG advertisers to better understand how their cross-screen TV and video media is impacting consumer purchasing.”
NCS measures the total incremental sales driven by a given ad campaign and how each platform contributed to the total lift.
This is possible for advertising delivered on any combination of linear TV (including data-driven), OTT, addressable TV, connected TV, desktop, mobile web or mobile in-app.
It is also possible to measure the sales driven by one campaign delivered in the same TV program across all of the platforms it appears.
“This solution has measured cross-screen sales for several CPG campaigns delivered on AMC, FOX and Hulu,” NCS notes.
Jessica Chonody, VP of Ad Sales Research at AMC, endorsed NCS’s capabilities. She said, “Being able to measure the holistic sales lift driven by these unique campaigns that span multiple platforms allows our advertisers to show how their hard work pays off.”