LONG ISLAND CITY, N.Y. — Audience measurement and consumer data and analytics giant Nielsen is moving forward with bringing “expanded capabilities” to the company’s Outcomes measurement platform.
“By bridging creative evaluation with brand and sales lift, Nielsen will deliver deeper insights on the performance of ad creatives to power ad effectiveness and desired outcomes,” Nielsen says.
Notably, the launch includes a new collaboration with attention measurement firm Realeyes, which in the past was viewed by some as a potential competitor.
Nielsen believes the addition of creative evaluation capabilities means advertisers and agencies “can understand what captures and holds audience attention, and the why behind a creative’s performance. This added intelligence complements Nielsen’s brand and sales lift solutions to enable brands to improve the ad’s impact in driving outcomes.”