Five Keys To Advertising Effectiveness, According To Nielsen


What is the relative contribution that a campaign’s creative and media factors might have on sales? That’s the key question recently put to the test by Nielsen Catalina Solutions (NCS) as part of a report that quantifies the impact of advertising.

NCS looked at nearly 500 CPG campaigns that ran in 2016 and in Q1 of 2017 on linear and addressable television, online digital and video, mobile, magazines and radio.

It offered five key takeaways, the biggest perhaps being the following conclusion: For large cross media campaigns, reach still comes primarily from television.

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