Editor’s note: Below are highlights from recent articles describing new methods to measure advertising impact on sales.
YouTube said it’s rolling out a Nielsen Catalina Solutions (NCS) product that will help advertisers determine whether their youTube ads led to actual sales lifts.
Meredith also has a partnership with NCS. The company is offering a sales guarantee that includes a Video Sales Guarantee with Nielsen providing third party measurement.
Ramping up their upfront TV efforts for advertisers, TV networks continue to pursue “business outcomes” attribution metrics for ad clients.
NBCUniversal is working with iSpot.TV to show advertisers how their TV ads led to business outcomes, such as website visits and sales. “We want to move from the handcuffs of legacy measurement and currency to measurement more closely tied to clients’ success metrics,” said Mike Rosen, EVP, at NBCUniversal. But with those legacy metrics like ratings, TV networks usually provide guarantees, offering make-goods if targets aren’t met. That’s not happening yet on the NBCU’s business outcomes offer yet as the data is more about validating the effectiveness of TV ads.
TV attribution measurement company Data Plus Math launched TV Pixel, a tool kit that links website click and purchase consumer behavior with cross-screen advertising campaigns. The tool is part of the company’s MediaFX platform, which is used by 11 media companies to measure the effectiveness of TV advertising. MediaFX also supports offline consumer outcome measures, including foot traffic, purchase data, and marketer’s 1st-party data.
Bruell, A. (2018, May 4). NBCU to Measure TV Ads Based on Business Outcomes. Wall Street Journal.
Lafayette, J. (2018, May 2). Data Plus Math Launches Cross-Screen Attribution. Broadcasting & Cable.
O’Reilly, L. (2018, May 4). CMO Today: Google GDPR Consent Tool’s Vendor Restrictions; YouTube Brandcast; NBCU Measures TV Ads on Outcomes. Wall Street Journal.