A Nielsen revela a próxima fase do Nielsen ONE Alpha, permitindo a medição de campanhas publicitárias de ponta a ponta

Os recursos de próxima geração, como audiências avançadas e medição de resultados, fornecerão uma visão única do público que assistiu a uma campanha e das ações tomadas pelos consumidores

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.

A inclusão de audiências avançadas e medição de resultados no Nielsen ONE Alpha ajudará a fornecer uma visão única do público que assistiu a uma campanha, juntamente com os resultados dessa campanha, que incluem vendas e outras ações que um consumidor possa ter realizado. Por exemplo, se um anunciante automotivo lança uma campanha publicitária para um novo veículo e o público-alvo são compradores de marcas concorrentes, o anunciante poderá ver o alcance e a frequência da campanha entre esses segmentos. Juntamente com esses dados, o anunciante pode ver a eficácia da campanha na obtenção de resultados.

“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, que oferece medição de anúncios desduplicados entre plataformas, estará disponível no final deste ano. Esses novos recursos permanecerão em formato alfa quando forem introduzidos na interface do usuário em 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.