Matt Bruce, managing director of the Media Practice Group at Nielsen, said the gap in measuring online campaigns is due to the lack of real-time measurement.
“Much of the current focus has been on targeting the right audience demographics and automating that targeting wherever possible, however, the missing link is that current ad effectiveness methodologies only report on the impact of the various factors (including context, placement, publisher) after the campaign is over,” Bruce said.
“This means agencies can’t assess how much of a role that contextual placement and or the creative is having in real time; and hence cannot make changes mid campaign to optimize the brand impact of a campaign.
“Agencies are not alone in facing this blind spot, as Publishers risk having their inventories undervalued by media packages bought and evaluated solely on audience delivered, without adequately recognizing the additional brand impact generated by campaigns placed within the most relevant content.”
Nielsen said the new platform will allow agencies to respond to how effective their advertising is with daily measurement of consumers’ brand perceptions, relevance and intention to buy.
In turn, this will benefit online publishers as they will be able to demonstrate the value of contextual placements, according to Nielsen.
“The real time analysis will show our clients which websites and which particular creative executions are driving higher brand engagement than others; thus they have the chance to optimize their media money across the best performing sites/creative during the campaign,” David Webb, managing director of Advertiser Solutions for Nielsen APMEA, added.
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