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.