What: Nielsen Catalina Solutions (NCS) and Time Inc. announced a groundbreaking method of cross-platform advertising measurement that makes it possible to measure the quantifiable in-store sales impact of campaigns across print, digital and TV.
Why it matters: Study with Crystal Light Beverage Brand shows that combining print, digital and TV in a cross-platform campaign has a positive impact on sales.
Nielsen Catalina Solutions (NCS), a company that helps CPG marketers optimize return on advertising spend with in-store purchase data, and Time Inc., one of the world’s leading media companies, have announced a groundbreaking method of cross-platform advertising measurement that makes it possible to measure the quantifiable in-store sales impact of campaigns across print, digital and TV.
To put this methodology to the test, NCS and Time Inc. collaborated with Crystal Light to measure a cross-platform campaign for the brand. The measurement revealed that print and digital advertising have synergies with TV, and that using multiple channels together has a positive, quantifiable impact on sales. By matching subscriber data from Time Inc. with data from GfK MRI, NCS was able to determine the value of the secondary audience, which has not been quantifiable until now. This secondary audience made a significant contribution to incremental in-store sales driven by the campaign.
The measurement revealed that print and digital advertising have synergies with TV, and that using multiple channels together has a positive, quantifiable impact on sales
“Until now, cross-platform measurement for campaigns including print just wasn’t possible because of the unknown time of exposure to the ads. Since we’ve developed Cognitive AdVantics – a new analytic tool that uses machine learning – we can look back in time from a purchase to determine which marketing variables actually influenced a sale,” said Leslie Wood, Chief Research Officer, NCS. “Being able to measure the effect that print, digital and TV have on a campaign will allow marketers to deliver even smarter campaigns in the future.”
“Time Inc. is committed to driving results for our clients, and continuously supports efforts to improve and evolve the methods that we have today. This new methodology allows us to quantify the synergy between media platforms,” said Caryn Klein, Vice President of Research & Insights, Time Inc. “In this case, we’ve learned that there is an increase in sales impact when you add print and digital to TV. When it comes to synergies between print, digital and TV, 1+1 is greater than 2.”
“Print continues to play an important role in our media strategy. Our ultimate goal for cross-platform is to understand where the synergies lie so we can optimize across business units, aligning print with other channels to effectively drive incremental sales,” said Kazim (Kaz) Gunay, Head of Consumer Insights and Strategy, beverages and snack nuts, The Kraft Heinz Company.
The service is available to CPG advertisers. Cognitive AdVantics, NCS’ new proprietary analytics tool, combines these data to connect media exposure to each CPG purchase decision, accounting for factors including time of exposure to print ads, and including secondary audience accumulated through pass-along readership.