NEW YORK--(BUSINESS WIRE)--Nielsen Catalina Solutions (NCS), the leading ad targeting and ROAS measurement company for the CPG industry, today announced relationships with Spotify, Twitter, Snapchat and Pinterest, which will enable CPG advertisers to measure the in-store impact of their advertising on these channels. Coupled with long-standing relationships with Facebook, Pandora (including the well-known Pop-Tarts campaign), and many other digital platforms, NCS is now measuring sales results for nearly every major digital advertising company.
The most effective way to measure the sales effectiveness of advertising is by connecting purchase data with media exposures. NCS uses its access to the largest shopper dataset, from Catalina (over 90 million US households), calibrated with Nielsen's retail sales and consumer panel data, to represent nearly 100% of total US all-outlet CPG spend. Using an advanced methodology with machine learning technology, NCS can connect nearly any media exposure data, including Nielsen's gold-standard TV data, with shopper data for households, to understand what advertising households were exposed to and how it impacted their offline purchasing.
"Our goal has always been to help our CPG clients create better advertising results. The ability to measure the sales impact of social and digital campaigns allows advertisers to optimize every campaign, across channels, based on what they know will drive the most in-store sales," said Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions. "This is the most critical piece to understanding advertising effectiveness, and fills a hole that exists in the industry."
NCS works with their clients to help them better understand how media works, and to develop more relevant advertising for their clients. Recently, NCS and Spotify worked together to conduct a meta-study of eleven CPG campaigns delivered via all of the available Spotify ad formats across mobile and desktop. The study found significantly higher sales response from multi-format campaigns (that ran across both audio and display) and multi-platform campaigns (that were delivered on desktop and mobile), than campaigns that were delivered via a single format or platform. NCS also discovered that heavy category buyers and those who are highly loyal brand buyers were most responsive across all campaigns. Also, the return on ad spend was highest for campaigns that had a larger household reach and lower frequency.
Purchase-history can be one of the most effective way to predict future purchases. In addition to measuring in-store incremental sales, CPG advertisers can now use best-in-class NCS audience segments to inform purchase-based advertising almost anywhere their content appears.
About Nielsen Catalina Solutions
NCS (Nielsen Catalina Solutions) is a purchase-based ad targeting and ROAS measurement firm serving the CPG industry. NCS integrates in-store purchase data from nearly 90 million households with media exposure data from TV, online, mobile, print, radio and CRM to help consumer packaged goods advertisers, agencies and media companies define their most valuable audience, reach them with advertising and measure incremental sales driven by ad campaigns. The joint venture between Nielsen and Catalina has helped over 200 advertisers and 450+ brands optimize ad performance to drive revenue growth and increase return on ad spend. Visit us at http://www.ncsolutions.com to learn more.