Nielsen rolls out real time online ad tracker

Nielsen has launched a real time campaign measurement tool that allows brands to evaluate the “resonance” of online activity.

Online measurement
Nielsen launches real time online measurement.

Online Brand Effect launches today (13 December) to complement the Nielsen Online Campaign Ratings tool launched in October to help brands measure the reach of activity.

It will measure “brand lift” metrics including improvements in awareness, attitude, favourability, purchase intent and preference as well as which attributes of an ad are driving performance, including creative execution, site delivery and the impact of frequency of exposure.

Because it offers a real time measurement brands and agencies will be able to make amends to campaigns and alter activity in response to the results.

It has been trialled in the UK by the Financial Times, which says it has used the tool to demonstrate to advertisers how its platform can improve brand awareness and show an immediate response.

Online Brand Effect is already available in the US and Australia where Nielsen claims advertisers and agencies using it have reported a 30 per cent higher “brand lift” on average.

Nielsen European lead for advertising solutions Claudia Pardo, says: “Ideally, brand advertisers would never spend a dollar on advertising they don’t measure and optimise. Measuring an ad’s impact once the campaign is over is too late. To gain the greatest benefit, advertisers, their agencies and online publishers need to understand the reach and resonance of their ads at each and every step of the campaign – they can then adjust the plan while there’s still time to make a real difference. The boost to brand lift can be significant.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here