Time Inc., Nielsen Catalina Put Print In Cross-Platform Measurement Mix

With advertisers pushing for more detailed analysis of cross-platform media campaigns and more precise forms of attribution, publishers are looking for ways to demonstrate print’s impact alongside and in conjunction with digital and broadcast media.

On that note, Time Inc. and Nielsen Catalina Solutions, which connects TV and digital ad exposure to in-store CPG sales, unveiled a new cross-platform measurement service that adds print ad exposure to the mix.

The service, available to CPG advertisers, brings together different forms of measurement tailored to specific media, including Time Inc. subscription data and GfK MRI. Fr the first time, it integrates pass-along magazine readership.

NCS’ new proprietary analytics tool, Cognitive AdVantics, combines these data to connect media exposure to each CPG purchase decision, accounting for factors including time of exposure to print ads, and including secondary audience accumulated through pass-along readership.

The partners tested the new cross-platform analytics service with inaugural client Crystal Light, owned by Kraft Heinz, and uncovered synergies between print, broadcast, and digital ads. They presented the data from the beverage brand’s campaign at the Advertising Research Foundation’s annual ReThink conference.

The announcement comes not long after Nielsen took a majority stake in Nielsen Catalina Solutions, which is a joint venture with shopper marketing intelligence company Catalina. On a related note, Nielsen is said to be developing a platform called the Connected Buy System, an automated “data exchange” that will incorporate machine learning.

Last month, Nielsen rival comScore said it will begin offering a cross-platform measurement system spanning traditional TV, over-the-top (OTT) and mobile and desktop digital viewing starting in April.

The company also plans to launch a syndicated, cross-platform daily ratings offering in time for the fall TV season.

2 comments about "Time Inc., Nielsen Catalina Put Print In Cross-Platform Measurement Mix".
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  1. Henry Blaufox from Dragon360, March 15, 2016 at 5:59 p.m.

    Ironic to read about Time Inc. hooking up with Nielsen to make use of in-store CPG sales data as part of advertising impact measurement. Until the mid 1980s, Time Inc. owned an in-store sales tracking service, called SAMI. It was profitable, but only a small part of the overall Time Inc. business, and hard to justify as a fit with the publishing and HBO business. So they sold it, in part because they didn't want to invest as much as would be needed to compete with the other store service, run by Nielsen.

  2. Ed Papazian from Media Dynamics Inc, March 16, 2016 at 12:25 p.m.

    Henry, as I recall, Time Inc "unloaded" SAMI on Arbitron, which also acquired Burke, the once- pioneering TV commercial testing service, and didn't really know what to do with either of them.

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