닐슨, 엔드투엔드 광고 캠페인 측정이 가능한 Nielsen ONE 알파의 다음 단계 공개

고급 오디언스 및 성과 측정과 같은 차세대 기능을 통해 캠페인을 본 오디언스와 소비자가 취한 행동에 대한 단일 뷰를 제공할 수 있습니다.

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 알파에 고급 오디언스 및 결과 측정 기능이 포함되면 캠페인을 본 오디언스와 해당 캠페인의 결과(소비자가 취했을 수 있는 판매 및 기타 행동 포함)를 한 눈에 파악할 수 있습니다. 예를 들어, 자동차 광고주가 신차에 대한 광고 캠페인을 시작하고 타겟 오디언스가 경쟁 브랜드 구매자인 경우, 광고주는 해당 세그먼트에서 캠페인의 도달 범위와 빈도를 확인할 수 있습니다. 광고주는 해당 데이터와 함께 캠페인이 얼마나 효과적인 성과를 달성했는지 확인할 수 있습니다.

“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 중복 제거된 크로스 플랫폼 광고 측정 기능을 제공하는 알파는 올해 말에 정식 출시될 예정입니다. 이러한 새로운 기능은 2023년 사용자 인터페이스에 도입될 때 알파 형태로 유지될 예정입니다.

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.