Nielsen Catalina Solutions Announces Cross-Screen Sales Measurement for TV and Video Advertising

Catalina Solutions (NCS), the company that improves advertising
performance for the CPG ecosystem, today announced a new cross-screen
solution that measures the in-store sales driven by any advertising
delivered across today’s multidimensional TV and video landscape. This
highly anticipated service for the CPG industry provides the first
holistic and device agnostic view of how TV and/or video advertising is
performing, on any screen or service.

“The television ecosystem today is complex; consumers are increasingly
electing a combination of services and devices to meet their customized
needs for content. There are more ways and places to advertise,
presenting new opportunities for marketers, however it has been
difficult to measure holistic campaign success until now,” said Carl
Spaulding, EVP of Strategy, Nielsen Catalina Solutions. “With the data
assets of our parent companies – Nielsen and Catalina – and our industry
partners, NCS is helping CPG advertisers to better understand how their
cross-screen TV and video media is impacting consumer purchasing.”

To see how well a TV and/or video campaign is performing across services
and screens, NCS measures the total incremental sales driven by a given
ad campaign and how each platform contributed to the total lift. This is
possible for advertising delivered on any combination of linear TV
(including data-driven), OTT, addressable TV, connected TV, desktop,
mobile web or mobile in-app. It is also possible to measure the sales
driven by one campaign delivered in the same TV program across all of
the platforms it appears. This solution has measured cross-screen sales
for several CPG campaigns delivered on AMC, FOX and Hulu.

“AMC works closely with our CPG advertisers to create custom experiences
that drive consumer engagement and strengthen fandom for both the
product and the program,” said Jessica Chonody, VP of Ad Sales Research,
AMC. “Being able to measure the holistic sales lift driven by these
unique campaigns that span multiple platforms allows our advertisers to
show how their hard work pays off.”

For more information about the new NCS cross-screen measurement service
click here.

Nielsen Catalina Solutions

Nielsen Catalina Solutions (NCS) empowers the CPG ecosystem to create
and deliver more effective advertising with purchase-based audiences and
sales measurement solutions. We harness the unrivaled data resources of
our parent companies (Nielsen and Catalina), including our exclusive
rights to the TV and digital currency data. Leveraging these assets
coupled with scientific rigor and leading edge technology, we help our
clients continuously improve advertising performance, everywhere their
ad appears. NCS has developed a proven approach, advancing the
advertising industry and empowering a new age of purchase-driven
advertising, relying on anonymized data and holding to the highest
standards of consumer privacy. Proudly, we have driven over $3.5 billion
in incremental sales for our U.S. customers. Visit us at ncsolutions.com
to learn more.

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