New service provides publishers with advanced reach and effectiveness analytics to demonstrate value of their properties and audiences
New York, NY – Nov. 21, 2016 – Nielsen today announced the launch of advanced analytics through Digital Ad Ratings (DAR). The new service, DAR Publisher Insights, allows digital publishers to unlock analysis from advertising campaign data in a way that articulates the unique value proposition of their audiences and properties.
DAR Publisher Insights features Nielsen’s new Digital Reach Benchmark, which ranks publishers’ ability to deliver against both reach and on-target percentage for campaigns relative to the broader industry campaign norm. Through the service’s analytics dashboard, publishers can access custom metrics with direct relevance to brand managers including reach efficiency—the rate a platform translates incremental impressions to individual targets—as well as incremental reach—the platform’s incremental value in cross-platform campaigns.
The service also provides publishers the option of showcasing expanded audience attributes, beyond age and gender, which adds a layer of depth to audience verification. This includes information such as household income, ethnicity, education and occupation.
DAR Publisher Insights gives publishers the ability to conduct return on ad spend research retroactively, using Nielsen Catalina Solutions and Nielsen Buyer Insights data, and to produce custom ad effectiveness studies highlighting impactful formats and delivery tactics.
“It is time for the industry to evaluate campaign success using audience metrics that go beyond on-target percentage, and that are truly comparable and consistent between media types. The DAR Publisher Insights provides customized analysis, based on the industry’s leading measurement, that is actionable and in-depth,” said Nielsen Managing Director of Digital Andrew Feigenson. “With these advanced analytics, digital publishers can show advertisers the full value of their properties and the audiences they deliver.”
Nielsen Digital Ad Ratings are the industry standard for digital ad measurement, providing comprehensive daily reporting of a campaign’s full digital audience across computers, tablets and smartphones. To date, Digital Ad Ratings are available in over 20 markets globally.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.