ニールセン、エンド・ツー・エンドの広告キャンペーン測定を可能にするNielsen ONE Alpha の次期フェーズを発表

高度なオーディエンスや成果測定などの次世代機能は、キャンペーンを見たオーディエンスや消費者の行動を一元的に把握することができる。

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.

Nielsen ONE Alphaにアドバンストオーディエンスと成果測定が含まれることで、キャンペーンを見たオーディエンスや、そのキャンペーンの成果（消費者が取ったかもしれない販売やその他の行動を含む）を一望できるようになる。例えば、自動車広告主が新車の広告キャンペーンを実施し、ターゲットが競合ブランドの購入者であった場合、広告主はそれらのセグメントにおけるキャンペーンのリーチと頻度を確認することができる。そのデータとともに、広告主はキャンペーンがどの程度効果的であったかを確認することができる。

“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 アルファ版は、重複排除されたクロスプラットフォーム広告測定を提供し、今年末に一般提供を開始する。これらの新機能は、2023年にユーザー・インターフェースに導入される時点ではアルファ版のままとなる。

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.