NCS to help brands better gauge impact of cross-screen TV, video media
Nielsen Catalina Solutions, whose mission is to improve advertising performance for the CPG ecosystem, has announced a new cross-screen solution that measures the in-store sales driven by any advertising delivered across today’s multidimensional TV and video landscape.
The service provides the first holistic and device agnostic view of how TV and/or video advertising is performing, on any screen or service, the company stated.
“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,” said Carl Spaulding, executive vice president of strategy, Nielsen Catalina Solutions. “With the data assets of our parent companies – 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.”
To see how well a TV and/or video campaign is performing across services and screens, 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, the company stated. 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.
“AMC works closely with our CPG advertisers to create custom experiences that drive consumer engagement and strengthen fandom for both the product and the program,” added Jessica Chonody, vice president of ad sales research, AMC. “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.”
FMI analysis reveals business strategies for engaging today’s grocery shoppers
Taking a modern lens on convenience, health and freshness are the trifecta for supporting a competitive growth strategy in food retail today, according to the Food Marketing Institute’s updated 2018 Power of Foodservice at Retail analysis released on Thursday.
In the last five years, food spending for meals prepared at home witnessed 5 percent growth while spending on meals prepared away from home increased 20 percent, according to Bureau of Labor Statistics. Spontaneous dinner decisions are now an inherent part of the shopper psyche, and a consequence is lower average weekly spending in the grocery store, FMI stated. The Power of Foodservice at Retail – Part 2 suggests that food retailers can assist shoppers in their weekly menu planning and prove the convenience value of retail foodservice. In fact, nearly two-thirds of consumers already incorporate time-saving solutions when preparing dinner in the form of semi- and fully-prepared items.
“Our research shows that an overwhelming 65 percent of consumers have not made up their mind on what to eat for dinner by 4 p.m., so this trend of consumers partnering scratch-cooking with time-saving meal accompaniments aligns well with grocers’ merchandising and marketing strategies. The research also shows that those loyal supermarket foodservice consumers give high marks for healthy choices, affordability and the ease of shopping the store combined with their foodservice purchase,” stated Rick Stein, FMI vice president, Fresh Foods.
Seven-in-10 shoppers emphasize healthy, nutritious choices when ordering from retail foodservice or restaurants. While 68 percent of shoppers believe they have sufficient information to make educated decisions, many emphasize the importance of options in the deli/prepared foods department, led by healthier ingredients (85 percent), clean label items (83 percent) and in-store health and nutrition information and/or education (71 percent). Switching to better-for-you alternatives is a popular tactic employed among health-focused shoppers and foodservice regulars.
Stein continued, “Food retailers who embrace health, quality, convenience and another critical lifestyle consideration – a more digitally-engaged foodservice consumer – will be the most successful in this competitive landscape as solution providers. In fact, the study notes that shoppers who are more likely to use technology for dinner planning tend to eat out an average of three times per week.”
The Power of Foodservice at Retail 2018 – Part 2 was conducted by FMI, prepared by 210 Analytics and supported by The Shelby Report and Hussmann Corporation.
IRI adds new audience solutions to IRI Verified Audiences
IRI announced on Monday enhancements to its IRI Verified Audiences to improve how CPG manufacturers and retailers reach their consumers.
IRI Verified Audiences enable personalization, targeting and messaging capabilities to improve marketing performance. According to IRI, the six new audience solutions include audiences built on a combination of product attributes, longitudinal household purchase behavior price sensitivity, product purchase cycles and seasonal purchase patterns in a more diverse array of categories than ever before.
“IRI’s continued investment in Verified Audiences — the only audience solution capable of tailoring marketing campaigns toward households with a proven purchase history in a particular product or category — has helped our clients deliver greater relevance to their consumers and deploy their marketing resources with maximum efficiency, for optimal return,” said Nishat Mehta, president of the IRI Media Center of Excellence. “With these latest solutions, IRI clients can reach households at the most critical times in their purchase cycle or based on their price sensitivity, and improve campaigns in-flight based on frequently updated conversion data. These cutting-edge, industry-leading solutions leverage resources from IRI’s vast data assets, and demonstrate our continued commitment to leveraging data and insights to deliver the best consumer experience, driving growth for our clients.”
The six new IRI Verified Audiences solutions IRI announced today include:
IRI Purchase-Cycle Verified Audiences: IRI can now create audiences based on a de-identified household’s purchase cycle, leveraging average category, sub-category and brand purchase cycles from the proprietary IRI Consumer Network of over 100,000 households. The solution categorizes relevant product buyers in IRI’s 350 million loyalty card dataset into buckets based on the time elapsed since their last purchase, helping marketers to target early, late or off-cycle households.
IRI Share-of-Wallet Verified Audiences: This solution helps IRI clients to create, target and activate audiences based on a de-identified household’s brand loyalty, helping marketers to specifically target de-identified households that have opportunities to grow their loyalty to a brand within a given category.
IRI Price-Sensitivity Verified Audiences: IRI has segmented its loyalty card households into price sensitivity groups based on how they shop the store, including frequency, spend, engagement with sales and ads, and more. Marketers can target audiences who are identified as most price sensitive, least price sensitive, opportunistic shoppers and mainstream shoppers with unparalleled accuracy.
IRI In-Flight Conversion Verified Audiences: IFC Verified Audiences help advertisers and their agencies to optimize media campaign tactics around offline sales data — rather than traditional metrics like viewability, clicks and impressions — for greater and more efficient sales conversion. Advertisers using this new IRI solution receive purchase conversion audiences on a weekly basis, allowing them to adjust strategies in-flight and maximize campaign return.
IRI Lifestyle Verified Audiences: IRI’s Lifestyle Verified Audiences solution allows marketers to target households based on lifestyle and interest-based purchase behavior, including purchases in the weeks leading up to holidays and other events, and other key product purchase patterns. This unique solution helps retailers to activate purchasers in areas of the store as they are about to stock up on select items or categories.
IRI Random-Weight Verified Audiences: Leveraging IRI’s proprietary FreshLook™ sales data, this solution helps marketers and retailers to target households based on their previous purchases in random-weight categories, such as produce, bakery, meat or cheese.
IRI Purchase-Cycle, Share-of-Wallet, Price-Sensitivity, Lifestyle and In-Flight Conversion Verified Audiences are available to IRI clients today, either separately or in conjunction with IRI’s other industry-leading media capabilities. Random-Weight Verified Audiences will be available in the market later this summer.