NEW YORK--Nielsen, a leading provider of information and insights into what consumers watch and buy, today announced the availability of Nielsen TV Brand Effect in Europe and Asia. The solution allows advertisers to monitor consumer response in real time by delivering metrics on a TV ad’s breakthrough, or resonance, enabling in-flight or post-campaign optimization. Nielsen TV Brand Effect is available now in China and Germany, with additional market launches slated for later in 2012.
The international launch of Nielsen TV Brand Effect is the latest in Nielsen’s commitment to advancing the understanding of reach, resonance and reaction to a specific advertisement or broader cross-platform campaign. Following successful deployment in the United States and United Kingdom, the international expansion of Nielsen TV Brand Effect provides advertisers additional line of sight into the market-by-market performance of their creative units and placements by delivering consistent metrics in each marketplace. This solution – complemented by other Nielsen insights – allows a holistic and detailed picture of all key factors that impact a marketer’s ad performance.
Nielsen TV Brand Effect uniquely surveys viewers who had the opportunity to see a TV advertisement in order to truly measure recollection with breakthrough and attitudinal metrics that include general recall, brand recall, message recall, likeability and purchase intent, as well as custom metrics. Performance summaries monitor performance over the duration of the campaign and enable advertisers to adjust their campaign to best optimize their investment and make strategic planning decisions.
"Quality measurement brings monetization, and marketplaces in Europe and Asia are ripe for comprehensive measurement solutions that allow both local and global advertisers to make sound investments in advertising and understand their true impact among consumers,” said Randall Beard, Global Head, Advertiser Solutions, Nielsen. “Nielsen TV Brand Effect is a proven solution, and we’re excited to expand its footprint to deliver consistent, high-quality metrics to new and existing customers around the world.”
In the U.S., Nielsen TV Brand Effect works alongside Nielsen Online Brand Effect to demonstrate an ad’s resonance across online and TV. Both services complement Nielsen Cross-Platform Campaign Ratings, which leverages Nielsen Online Campaign Ratings to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising to allow for measurement of integrated marketing campaigns, and Marketing Mix Modeling, which more accurately connects the dots between advertising and sales performance. A number of Nielsen advertiser solutions are slated for launch in other markets in 2012.