Nielsen Catalina Solutions Launches Industry Research Project to Understand How to Grow Brands
January 16 2018 - 10:58AM
Business Wire
Leading brands, media companies and
organizations come together in study with unprecedented scope
Nielsen Catalina Solutions (NCS), the leading ad targeting and
sales attribution provider for the CPG industry, and Nielsen, the
global audience measurement leader, have launched a new industry
research study aimed at understanding the best strategy for
building CPG brands. For the first time, the advertising industry
will have a holistic view of the measures that determine how a
brand grows across time, and will be able to understand the
importance of each piece of the media mix in a brand’s success.
Partnering with leading CPG advertisers, media companies and
industry organizations, NCS and The Ehrenberg-Bass Institute are
analyzing over six billion rows of data from 50 brands across 3.5
years to understand the best strategies for building brands in
today’s media environment. The research will look at who the most
likely potential buyers of a product are, and determine how to best
influence future purchases using the five pillars of advertising:
creative, reach, targeting, recency, and context. It will also
answer the long-standing question about whether to target existing
brand buyers to increase loyalty and maintain share or to grow the
brand’s base by targeting light and non-brand buyers.
“In the advertising industry, there’s more data available today
than there’s ever been before. Brands have greater ability to
deliver messages to more specific audiences, but we haven’t had the
tools to understand the implications of targeting decisions,” said
Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions.
“This study will put the pieces together and deliver insights on
how media and creative decisions contribute to a brand’s growth
over time.”
“One of the decisions that marketers continue to grapple with is
how to target their marketing dollars. Choices range from targeting
existing buyers of the brand, e.g. loyalists, to targeting future
category buyers to grow penetration,” said Professor Byron Sharp,
Director of the Ehrenberg-Bass Institute and author of How Brands
Grow. “Of course, many brands do both with different campaigns. We
are seeking to find out the right balance for brands that really
want to achieve substantial growth.”
The following advertisers, media companies and institutions have
signed on to participate in this project:
- Advertisers: Anheuser-Busch InBev, The
Hershey Company, Kellogg, L’Oreal USA, Mars, Mondelēz
International, Nestle Purina, Reynolds Consumer Products and
more
- Media companies: CBS Corporation,
Facebook, NBCUniversal, Pinterest, Turner
- Organizations: Advertising Research
Foundation, The Ehrenberg-Bass Institute, Longman-Moran
Analytics
The initial findings of this multi-phased research will be
presented in spring of 2018.
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.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global performance
management company that provides a comprehensive understanding of
what consumers watch and buy. Nielsen's Watch segment provides
media and advertising clients with Total Audience measurement
services for all devices on which content—video, audio and text—is
consumed. The Buy segment offers consumer packaged goods
manufacturers and retailers the industry's only global view of
retail performance measurement. By integrating information from its
Watch and Buy segments and other data sources, Nielsen also
provides its clients with analytics that help improve performance.
Nielsen, an S&P 500 company, has operations in over 100
countries, covering more than 90% of the world’s population. For
more information, visit www.nielsen.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20180116006143/en/
Nielsen Catalina SolutionsLeanne Pinault,
617-834-7521leanne.pinault@ncsolutions.com
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