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NCS to help brands better gauge impact of cross-screen TV, video media

BY Antoinette Alexander

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.”

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