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Topic: Nielsen Catalina Solutions

How Pop-Tarts Dramatically Improved ROI With Pandora Ads

Smarter data targeting was key

How many mobile ads can actually be attributed to a store purchase? Most brands probably don't know, but Kellogg at least has a bit of data on how its promos…

Nielsen and Kraft Pilot New Brand Tracking Tool

Did that ad actually convince someone to buy?

Ever wondered whether that ad you worked so hard on actually convinced somebody to buy your product? Now Nielsen can tell you, down to the individual ad buy. The ROI-centric approach…

CBS’ Poltrack: Demos Don’t Tell the Entire Story of the 2012-13 Season

Research boss says smarter measurement, targeting could usher in 'golden age'

Despite a season that’s been marked by vertiginous ratings declines, CBS research guru David Poltrack believes that broadcast’s slow start “is not indicative of how the season will progress.” Speaking to…

As Google and Others Struggle in TV, Simulmedia Sees Some Traction

Data-driven television catching on with some agencies, networks...but slowly

After five years of trying to crack the mythical-feeling smart TV market, Google recently bowed out, ditching its TV ads division. The search giant's dropout came just a few months after…

Catalina: Marketers Waste Millions on Wooing Demos

Consumer data will render sex- and age-based targeting obsolete

Nearly a century after John Wanamaker first gave voice to the entropic theory of advertising, marketers remain in thrall to a fundamentally profligate system. “Half the money I spend on advertising…

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