MEDIA AND CONSUMER CUSTOM RESEARCH SOLUTIONS
Actionable Insights driving your advertising performance
It’s the why behind the what. In other words, we pull together all the media touchpoints (the what) of a consumer’s media experience, related to all platforms, and then go behind the curtains to understand why they made certain purchase decisions and responded to content on individual or multiple media channels. Once we know that, we then can help you anticipate what they might do in the future.
Independent measurement is key to understanding brand performance
Did the media activity actually reach? How did the demographic vary by media type?
Was the cut-through and impact that the ads had on how consumers perceived a brand or advertiser? Did it vary by audience?
Did they go on to take an action and/or buy a product? Is the campaign driving changing behaviour?
NIELSEN MEDIA ANALYTICS SOLUTIONS
DIGITAL BRAND EFFECT (EV)
Measure the effectiveness of a digital campaign in shifting brand metrics such as awareness, ad recall, message association, consideration, favorability and intent, as well as creative evaluation, either through a real-time one KPI question survey, Digital Brand Effect (DBE) or full custom solution covering full funnel metrics as well as creative evaluation through, Digital Brand Effect Expanded View (DBEEV).
DIGITAL CONTENT EVALUATION (DCE)
Measure the impact of native, social, branded and native content by exposing a relevant and/or a representative sample of online panellists to a campaign’s content. By comparing the sentiment of exposed and control groups, it’s possible to assess the impact of the content on brand KPIs.
CROSS MEDIA BRAND EFFECT (XMBE)
Measure the effectiveness of a campaign across TV, Radio, Print, OOH, Cinema and Digital in shifting brand metrics as well as evaluate the creative to understand the why behind the what.
TOTAL MEDIA RESONANCE
Determine your media activities ROI from a brand KPI standpoint and quantify the cross-media impact on metrics by combining survey data, media plan data and modelling techniques to disentangle the incremental uplift from the media.
This optimisation solution helps to understand from the planning perspective on the impact of the next investment and improve the media mix. Key highlights are:
– Disentangle the impact of media plan from outside variables on critical brand KPIs
– Quantify the incremental lift driven by each media channel for each KPI
– Gain insights on media efficiencies across different investment levels
– Understand the optimum media mix through scenario simulation
PODCAST BRAND EFFECT
Communicate your podcasting value proposition to advertisers by measuring brand KPIs as well as content and host KPIs. This solution enables advertisers, agencies and media owners to objectively measure the impact of their podcast advertising.
INFLUENCER BRAND EFFECT
Gain a stronger understanding of the impact of Influencer Marketing campaigns on brand KPIs with Influencer Brand Effect.
CUSTOM RESEARCH SOLUTIONS
Qualitative and Quantitative custom research solutions to know your customers and audience and answer your business questions.