NEW YORK, Sept. 17, 2020 /PRNewswire/ -- Nielsen
(NYSE: NLSN) today announced that it is launching Nielsen Compass,
a powerful, world leading database that leverages the company's
global scale to establish syndicated normative (norms) standards
for campaign outcomes measurement. The dataset covers critical
elements from marketing campaigns including brands, pricing,
promotions and media platforms providing a common measurement
language across advertising buyers, sellers, and agencies. Each
year the aggregated dataset is updated with approximately 25,000
campaign ROIs, 100 categories and 50 countries.
C-suite executives are demanding greater accountability and
impact from their marketing plans. Armed with Nielsen Compass,
marketers can make data-driven decisions to optimize cross-media
campaigns across TV, Digital Video, Display, Social, Search, Print,
Out-Of-Home and Radio to deliver the largest return on their
advertising spend. For example, Nielsen has found that brands that
leveraged Nielsen Compass have been able to optimize and increase
their effectiveness of their cross-media investments incrementally
by up to 70% more than brands that have solely relied on market
perceptions and gut feelings for their media allocation. This
dataset offers flexible delivery methods based on client needs,
including an interactive user-interface, dynamic reports with
advanced calculations via file delivery, as well as feeding
directly into Nielsen's media planning suite.
"There has never been a more dynamic and challenging time to be
a marketer. Each year, billions of advertising dollars go to waste
as marketers rely on incomplete data when making decisions on their
cross-media strategies especially when attempting to scale across
countries and brands," said Matt
Krepsik, General Manager, Planning & Outcomes Products,
Nielsen. "Our mission is to deliver outcome measurement around the
world so marketers can maximize their ROI, move with velocity and
be budget friendly. We launched Nielsen Compass as an answer to an
industry calling for better outcome reporting measurement."
Nielsen offers robust predictive outcome measurement to optimize
media spend in a matter of days by leveraging advanced machine
learning models that combine Nielsen Compass data and marketers'
media allocation plans. With a localized lens by country, brand,
category and media platform, Nielsen enables advertisers, agencies
and publishers to maximize every ad dollar in their campaign with
consistency, transparency and collaboration across the media value
chain. Advertisers and agencies are able to collaboratively make
data driven budgeting and planning decisions with greater coverage
of the portfolio. By working closely with media buyers, publishers
now have scaled insights to prove the value of their platform over
another and better monetize their ad inventory.
As ROI and financial metrics become a larger focus in the
c-suite to justify investments and fuel growth, marketers are
actively searching for next-gen solutions that deliver accurate,
seamless and trusted outcome measurement at scale. With the launch
of this service, Nielsen is democratising outcome measurement and
ROI metrics around the world and enabling marketers to always make
sure they are ahead of the curve.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and
data analytics company that provides the most complete and trusted
view available of consumers and markets worldwide. Nielsen is
divided into two business units. Nielsen Global Media provides
media and advertising industries with unbiased and reliable metrics
that create a shared understanding of the industry required for
markets to function. Nielsen Global Connect provides consumer
packaged goods manufacturers and retailers with accurate,
actionable information and insights and a complete picture of the
complex and changing marketplace that companies need to innovate
and grow.
Our approach marries proprietary Nielsen data with other data
sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge.
An S&P 500 company, Nielsen has operations in over 90
countries, covering more than 90% of the world's population. For
more information, visit www.nielsen.com.
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SOURCE Nielsen