Advertisers can now measure both 'reach' and 'resonance' of online campaigns within the same Nielsen ad effectiveness suite / Nielsen
LONDON – 13 December 2012 – Nielsen, a global provider of information and insights into what consumers watch and buy, is today announcing the UK rollout of Nielsen Online Brand Effect – a measurement and optimisation solution which allows advertisers, agencies and publishers to evaluate the resonance of their online campaigns with audiences in real time.
The system uses classic ‘brand lift’ metrics – improvements in awareness, attitude, favourability, purchase intent, or preference – to quantify the resonance of branded ads.
It also identifies which attributes of an ad are driving performance, including creative execution, site delivery and impact of frequency of exposure. This is all done in real time, giving stakeholders the chance to optimise and make changes in flight to increase campaign performance.
“Ideally, brand advertisers would never spend a dollar on advertising they don’t measure and optimise,” explains Nielsen European lead for advertising solutions Claudia Pardo. “Now, Nielsen Online Brand Effect gives the industry the tools to measure and optimise many more online advertising campaigns than previously feasible. The underlying technology ensures the solution is easy to deploy and manage, making it cost-effective enough to be used on the majority of campaigns.”
She continues: “Measuring an ad’s impact once the campaign is over is too late. To gain the greatest benefit, advertisers, their agencies and online publishers need to understand the reach and resonance of their ads at each and every step of the campaign – they can then adjust the plan while there’s still time to make a real difference. The boost to brand lift can be significant.”
Alistair Smith, global insight manager at the Financial Times, said: "Our use of Online Brand Effect studies on behalf of a number of global advertising clients has helped us demonstrate the effectiveness of FT.com in building and improving brand awareness with an influential business audience. Having previously relied heavily on click-through rates, the tool allows advertisers to see an immediate response to their branding campaigns.”
Nielsen Online Brand Effect is also available in the US and Australia. In the US, publishers using the system’s unique collaborative optimisation process with advertisers and agencies have generated on average 30 percent higher ‘brand lift’ for their sites.