Nielsen to Bow In-Store Service

NEW YORK NielsenConnect, the new division established by VNU to integrate the company’s media and marketing research capabilities, said it would launch a global in-store measurement service next year.

The service will be developed through a new unit called Nielsen In-Store, which will measure consumer exposure to in-store marketing vehicles, including television and radio, shelf talkers, digital signage and other point-of-purchase displays.

For VNU, it’s an opportunity to leverage its numerous research services to a virtually unmeasured space that makes up the sixth-largest advertising vehicle in the U.S.