Cross-Platform Launch for Nielsen Catalina and Time

Shopper insights specialist Nielsen Catalina Solutions (NCS) and media giant Time Inc. have teamed up to launch a cross-platform ad measurement tool, tracking the quantifiable in-store sales impact of campaigns across print, digital and TV.

The tool uses different medium-specific measurement models, along with a secondary magazine audience, to measure cross-platform sales impact. Through a test with beverage firm Crystal Light, subscriber data from Time Inc. was matched with data from GfK MRI, allowing NCS to determine the value of the secondary audience. Caryn Klein, VP of Research & Insights at Time Inc. says the new methodology showed an increase in sales impact when print and digital are added to TV advertising.

Leslie Wood, NCS Chief Research Officer, adds: 'Until now, cross-platform measurement for campaigns including print just wasn't possible because of the unknown time of exposure to the ads. Since we've developed Cognitive AdVantics - a new analytic tool that uses machine learning - we can look back in time from a purchase to determine which marketing variables actually influenced a sale'.

Web sites: www.ncsolutions.com and www.timeinc.com .