Nielsen One Alpha Will Show Ad Campaign Business 'Outcomes' Data

by Wayne Friedman , June 15, 2022

Nielsen One Alpha -- the initial version of the forthcoming cross-platform measurement platform Nielsen One -- will show advanced audience and business outcomes results for “end to end” ad-campaign measurement.

This means a marketer can see how a campaign delivered on niche audiences, and what actions were taken as a result.

Nielsen One Alpha will offer impression and reach and frequency data on advanced audiences -- outcome measurement indicators on effectiveness.

Initially, the first ad category to see business outcome data will be consumer packaged goods, followed by automotive campaigns.

For example, Nielsen says, the new outcomes feature will allow an automotive advertiser’s ad campaign for a new vehicle to determine whether a target audience is coming from a competitive brand purchaser. The advertiser can also see reach and frequency for those segments.

Nielsen says that incorporating advanced audiences will initially integrate with Polk Automotive audience segments, which will then be followed by client first-party segments.

Nielsen One Alpha, which promises deduplicated cross-platform ad measurement, will have “general availability” at the end of this year. Nielsen intends to offer cross-platform metrics by the end of this year.

Nielsen One will become fully ready by 2024.

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2 comments about "Nielsen One Alpha Will Show Ad Campaign Business 'Outcomes' Data".

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Ed Papazian from Media Dynamics Inc, June 15, 2022 at 1:09 p.m.
Great. Now if they can add a measurement that tells the advertiser how many people looked at his ad message, how much dwell time was registered and how often this happened---maybe we could draw some conclusions from that information.
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