Nielsen meluncurkan fase berikutnya dari Nielsen ONE Alpha, memungkinkan pengukuran kampanye iklan secara menyeluruh

Kemampuan generasi berikutnya, seperti audiens tingkat lanjut dan pengukuran hasil, akan memberikan pandangan tunggal tentang audiens yang melihat kampanye dan tindakan yang diambil oleh konsumen

NEW YORK – June 15, 2022 – Nielsen (NYSE: NLSN) revealed the next phase of its Nielsen ONE Alpha cross-platform measurement solution that brings together the power of audience measurement with advanced audience and outcomes measurement to support an ad campaign from end-to-end. These added capabilities will provide an unparalleled view of the audience at each step of the media journey: from the audience who saw an ad campaign, to how the campaign was delivered to niche audiences, and the actions those audiences took as a result of seeing the campaign. These insights, including impressions, reach and frequency against advanced audiences, and outcomes measurement indicators such as ROI and effectiveness, enable advertisers and agencies to optimize and inform future campaigns and investments.

Dimasukkannya pengukuran audiens dan hasil lanjutan ke dalam Nielsen ONE Alpha, akan membantu memberikan satu tampilan audiens yang melihat sebuah kampanye, bersama dengan hasil dari kampanye tersebut, yang mencakup penjualan dan tindakan lain yang mungkin dilakukan konsumen. Misalnya, jika pengiklan otomotif meluncurkan kampanye iklan untuk kendaraan baru dan target audiensnya adalah pembeli merek pesaing, pengiklan akan dapat melihat jangkauan dan frekuensi kampanye di antara segmen tersebut. Di samping data tersebut, pengiklan dapat melihat seberapa efektif kampanye tersebut dalam memberikan hasil.

“We continue to make tremendous progress to bring cross-platform metrics to market by the end of this year, following the initial launch of Nielsen ONE Alpha.  And we continue to innovate our solution to add more features, while bringing in additional metrics that matter most to marketers,” said Karthik Rao, Chief Operating Officer, Nielsen. “By previewing advanced audiences and outcomes measurement alongside reach and frequency metrics, we are helping marketers with a next generation solution where they will be able to better understand the value of the investments they are making, the targeted audiences they’re reaching, and the actions being taken in a single view.”

The inclusion of advanced audiences will initially integrate Polk automotive audience segments by S&P Global Mobility followed by additional groups, and audiences including client first party segments. The first iteration of outcomes will reflect attribution metrics for consumer packaged goods soon to be followed by automotive campaigns. Nielsen will continue to review these additional features with the industry to ensure it delivers a powerful solution for advertisers and agencies.

Nielsen ONE Alpha, yang menawarkan pengukuran iklan lintas platform yang dideduplikasi, akan tersedia secara umum pada akhir tahun ini. Fitur-fitur baru ini akan tetap dalam bentuk alfa setelah diperkenalkan ke antarmuka pengguna pada tahun 2023.

Nielsen will be providing demonstrations of these new Nielsen ONE capabilities at the Cannes Lions: International Festival of Creativity from Monday, June 20 to Friday, June 24. Learn more about Nielsen at Cannes.