Nielsen Catalina Solutions, the Nielsen-Catalina joint venture that focuses on providing ad resources for the consumer packaged goods (CPG) industry, is rolling out a new tool designed to
measure in-store sales driven by TV and video advertising.
The new solution will be a cross-screen measurement tool that combines linear TV, over-the-top video, connected TV, desktop
and mobile, and will examine “the total incremental sales driven by a given ad campaign and how each platform contributed to the total lift,” according to the company. It can also measure
the sales driven by a single campaign that airs on a single program across all the platforms it appears.
So far, the company says it has measured sales for CPG campaigns delivered on
AMC, Fox and Hulu.
In a case study released to coincide with the announcement, Nielsen Catalina said that a campaign by Pepsi tied to the new season of AMC’s “The
Walking Dead” resulted “in a positive return on ad spend.”