• by Alex Weprin , June 20, 2018

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.”