Nielsen wants to link commercials to the actual sale with a new offer

Nielsen has long been known for counting the number of people watching TV programs and the commercials that accompany them. Now it hopes to be recognized for helping advertisers to determine whether his places have encouraged a consumer to make a purchase or similar decision linked to the sale.

The measuring giant said on Thursday that technology would launch marketers and media buyers to understand whether a commercial has stimulated a specific result, such as requesting more information about a product, visiting a showroom or car dealer or actually making a purchase.

Advertisers and TV networks have been striving for such information for years. In 2018, Discovery Communications, FOX News, A + E Networks, AMC Networks, CBS and Disney were among the media companies that pursued a test process that wanted to link the exposure to video advertisements to an actual customer promotion. A+E offered last year to analyze, recall and look for engagement via data from Tvision, a company that analyzes how viewers watch TV; Brand effect; And Edo, an analysis company founded by actor Ed Norton who has forged various alliances with media companies and marketers who try to understand the behavior of the public.

Nielsen expects to include the new technology in Nielsen One, the new public analysis product that contains a series of new data aimed at tables of the public in linear and digital video.

Realeyes will provide information that helps customers to understand attention and emotional response to platforms, and also identify specific elements of the campaign and creatively that have proved to be the most exciting for consumers.

“Our outcoming market is the newest example of how we innovate to make it easier to measure what is really important: real business results,” said Nichole Henderson, general manager of Global Campaign Analytics at Nielsen, in a statement. “With employees in the industry such as Releyes, our customers can seamlessly connect powerful statistics for fast, usable insights into the results of their campaigns, all in an open, interoperable ecosystem. It is still a way in which Nielsen flows the future from Meet.”

Nielsen expects to reveal other providers of outcome measurement later this year.

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