Nielsen Introduces Database Designed to Measure Ad Campaign Effectiveness

It aims to sway marketers away from 'hopes and dreams' to 'dollars and cents'

Key Insight:

Today, global measurement and data analytics firm Nielsen is rolling out a new tool called Nielsen Compass, which matches audience levels across various mediums with sales data to gauge an ad campaign’s return on investment.

The database tracks thousands of campaigns across multiple product categories in 50 countries. While Nielsen Compass doesn’t disclose numbers around specific brands or publishers, it’s meant to provide marketers with an opportunity to spot trends and set expectations for cross-media campaigns running on TV, digital, display, social, search, print, radio and out-of-home.

With marketing budgets under stress and multiple agencies announcing layoffs following the Covid-19 outbreak, pressure to turn every ad dollar into a robust line of revenue is currently being felt throughout the industry.

“As budgets get extra scrutiny during the pandemic, you really...



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