尼尔森发布下一阶段Nielsen ONE Alpha，实现端到端广告活动测量

下一代功能，如高级受众和结果测量，将提供单一视图，显示受众看到的广告活动和消费者采取的行动

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 中包含了高级受众和结果测量功能，这将有助于提供单一视图，显示广告活动的受众以及广告活动的结果，其中包括销售和消费者可能采取的其他行动。例如，如果汽车广告商推出了新车广告活动，而目标受众是竞争品牌的购买者，那么广告商就能看到广告活动在这些细分人群中的覆盖范围和频率。除了这些数据外，广告商还可以了解广告活动的效果如何。

“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 提供重复跨平台广告测量功能的 Alpha 版将于今年年底全面推出。这些新功能在 2023 年引入用户界面时将保持 Alpha 版本。

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.