Presents new industry study that helps CPG advertisers understand how Facebook and TV advertising work together to drive sales
NEW YORK – Nielsen Catalina Solutions (NCS), the leader in driving return on ad spend (ROAS) for the CPG industry using actual consumer purchase data to measure sales lift, today announced a new solution that will measure the sales effectiveness and unduplicated reach for CPG advertising campaigns delivered across television, desktop and mobile publishers. Facebook is the first publisher to use this cross-media sales measurement solution and, for the first time, advertisers will be able to measure the ROAS of campaigns that include both Facebook and TV.
@ncsolutions can now measure the ROAS of CPG adveritising campaigns delivered across @Facebook and TV
To understand the effectiveness of advertising across channels, it’s critical to know how each media contributes to sales results individually, and whether there is a synergistic effect of the combined media that drives higher sales. In addition, understanding duplication is essential for determining the true audience reach. To gain a better understanding of how Facebook and TV advertising work together to drive sales, NCS conducted a study of CPG brands, the results of which will be shared for the first time at the ARF’s Annual Conference.
“Advertisers consistently ask us for better, cross-channel sales effect measurement,” said Leslie Wood, Chief Research Officer Nielsen Catalina Solutions. “To reach this common goal, it will take more than the efforts of individual media companies. It will take the entire industry, collaborating together and with independent, trusted third parties. We’re excited to be working with Facebook towards achieving this goal.”
“CPG advertisers want to know how their Facebook, Instagram and Audience Network campaigns are performing in combination with their other advertising, including TV. NCS’s latest cross-media addition to their Sales Effect suite provides those insights,” said Fred Leach, Director of Marketing Science. “Advertisers already know that Facebook and TV advertising work well together to drive sales — the research from Nielsen Catalina Solutions quantifies that.”
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About Nielsen Catalina Solutions
NCS (Nielsen Catalina Solutions) is a purchase-based ad targeting and ROAS measurement firm serving the CPG industry. NCS integrates in-store purchase data from nearly 90 million households with media exposure data from TV, online, mobile, print, radio and CRM to help consumer packaged goods advertisers, agencies and media companies define their most valuable audience, reach them with advertising and measure incremental sales driven by ad campaigns. The joint venture between Nielsen and Catalina has helped over 200 advertisers and 450+ brands optimize ad performance to drive revenue growth and increase return on ad spend. Visit us at http://www.ncsolutions.com to learn more.