- Nielsen has created a brand new Outcomes Marketplace inside its Nielsen One platform to help clients understand more in regards to the effectiveness of their promoting beyond reach and frequency, per an announcement.
- The latest offering is an “interoperable system” that can draw upon measurement tools from partners to bring together brand, sales, attention and conversion metrics. Influencer marketing platform Influential powered by Captiv8 has already begun using the tool.
- The first partner to sign on to the marketplace is attention and effectiveness measurement platform Realeyes. Nielsen said additional measurement providers can be announced later this yr.
Outcomes are the brand new name of the sport for marketers, who’re looking to do more with greater efficiency and effectiveness, and Nielsen’s latest marketplace is the venerable measurement company’s way to provide its clients with the data they need to make actionable decisions in the data age.
“All ad impressions should not equal, and knowing your creative strength is vital to knowing and managing your total campaign potential and performance,” said Mihkel Jäätma, CEO of Realeyes, in release details. “[Nielsen’s] latest Outcomes Marketplace will allow much more accessibility for brands to higher understand consumer response to promoting, and gain a greater view into how ad creative contributes to sales outcomes and CPM.”
As the platform’s launch partner, Realeyes will provide measurement of attention and emotive responses across platforms, identifying which elements of a bit of creative or campaign was most engaging to consumers. The company’s scoring system also predicts brand sales outcomes and media cost efficiency on social and video platforms. Realeyes’ performance measurements and suggestions are based on over 18 million human observations that map attention and emotion to over 350 billion frames of video across 90 countries.
Outcomes and interoperability between platforms has turn into a better priority for marketers in recent months. In April, TV outcomes measurement company EDO unveiled a tool that enabled clients to leverage its engagement data with third-party audience planning tools, including those from Nielsen, VideoAmp and Kantar Media, to test various media investment scenarios and refine media strategies. In some cases, agencies are opting to launch their very own partnerships. Last week, WPP Media and Criteo announced a partnership to make CTV data more actionable by incorporating commerce media data to create curated Deal IDs.
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