Audience and Outcomes Gauges Added to Nielsen ONE Alpha

Nielsen has launched the next phase of its cross-platform measurement platform, Nielsen ONE Alpha, bringing together audience measurement with 'audience and outcomes' measurement, to enable end-to-end ad campaign assessment.

Introduced at the end of last year, Nielsen ONE Alpha is the first stage in Nielsen's initiative to develop a single cross-platform measurement solution called Nielsen ONE, which will launch later this year. Added capabilities have been developed to provide a view of the audience at each step of the media journey - from the audience who saw an ad campaign, to how the campaign was delivered to niche audiences, and the actions those audiences took as a result of seeing the campaign.

The inclusion of advanced audiences will initially integrate Polk automotive audience segments, followed by additional groups and audiences including client first-party data. So, for example, if an automotive advertiser launches an ad campaign for a new vehicle and the target audience is 'competitive brand purchasers', the advertiser will be able to see the reach and frequency of the campaign among those segments. Alongside that data, the advertiser can also see how effective the campaign was at delivering outcomes.

COO Karthik Rao (pictured) comments: 'By previewing advanced audiences and outcomes measurement alongside reach and frequency metrics, we are helping marketers with a next generation solution where they will be able to better understand the value of the investments they are making, the targeted audiences they're reaching, and the actions being taken in a single view.'

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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