Nielsen – an audience measurement and analytics company – has revealed that it is integrating advanced audience and outcomes measurement into its cross-platform measurement solution, Nielsen ONE Alpha. The solution will measure impressions, de-duplicated reach, and frequency against niche audience segments, in addition to measuring a range of business outcome indicators, such as ROI and effectiveness.
Nielsen says: “For example, if an automotive advertiser launches an ad campaign for a new vehicle and the target audience is competitive brand purchasers, the advertiser will be able to see the reach and frequency of the campaign among those segments. Alongside that data, the advertiser can see how effective the campaign was at delivering outcomes.”
Initially, the solution will integrate Polk automotive audience segments by S&P Global Mobility, followed by additional groups and audiences – including client first party segments. The first set of outcomes data will reflect the attribution metrics for consumer packaged goods, with the following set focused on automotive campaigns.
Karthik Rao, Chief Operating Officer at Nielsen, said: “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.
“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.”
Nielsen ONE Alpha will have general availability at the end of 2022, with these new features remaining in alpha form upon introduction into the user interface in the following year.
