Dive Brief:
- Nielsen has created a new Outcomes Marketplace within its Nielsen One platform to help clients understand more about the effectiveness of their advertising beyond reach and frequency, per an announcement.
- The new offering is an “interoperable system” that will 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 will be announced later this year.
Dive Insight:
Outcomes are the new name of the game for marketers, who are looking to do more with greater efficiency and effectiveness, and Nielsen’s new marketplace is the venerable measurement company’s way to provide its clients with the information they need to make actionable decisions in the information age.
“All ad impressions are not equal, and knowing your creative strength is key to knowing and managing your total campaign potential and performance,” said Mihkel Jäätma, CEO of Realeyes, in release details. “[Nielsen’s] new Outcomes Marketplace will allow even more accessibility for brands to better understand consumer response to advertising, and gain a better 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 piece 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 recommendations 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 become a higher 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 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.
