Nielsen Adds Attention Measurement from Realeyes

Nielsen has enhanced its Outcomes measurement suite via a collaboration with attention measurement firm Realeyes. The upgrade aims to 'bridge creative evaluation with brand and sales lift' to help clients produce more effective ads.

Realeyes' attention measurement software is trained on fully consented webcam data from 17 million human test sessions, and promises 'instant attention predictions at digital scale'. The firm offers Verify, a 'lightweight' facial verification system that fights bots and tackles user fraud - Realeyes says it works 'dramatically better than CAPTCHA and other solutions'. During 2024 the company has announced partnerships with Kantar, Veritonic and Vidmob.

Nielsen says adding creative evaluation capabilities to its Nielsen ONE cross-media measurement platform will allow advertisers and agencies to understand what captures and holds audience attention, and why - complementing its brand and sales lift solutions. Nichole Henderson, the company's GM of Global Campaign Analytics comments: 'Our advanced creative evaluation capabilities will allow us to dive deeper into the ways campaigns are measured, uncovering how well a campaign works and the impact different creatives have on outcomes. To bring this to reality, we're excited to work with innovative technologies like Realeyes'.

Mihkel Jäätma (pictured), CEO of Realeyes adds: 'Attention is a powerful metric to understand resonance and outcomes as consumers demand more personalized, meaningful experiences across modern media platforms. We're thrilled to be part of Nielsen's innovation in the creative evaluation space and bring best-in-class insights to the industry at scale'.

The partners are online at www.nielsen.com and www.realeyesit.com .

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