Re!Think News Bulletin: Cross-Platform Sales Measurement Has Arrived

Mar 15, 2016, 13:05 ET from The Advertising Research Foundation

NEW YORK, March 15, 2016 /PRNewswire/ -- Today at The Advertising Research Foundation's Re!Think conference in New York City: NCS and Time Inc., in conjunction with Crystal Light, a Kraft Heinz brand, presented a ground-breaking method of cross-platform advertising measurement that makes it possible to measure the in-store sales impact of campaigns across print, online, and TV. This practical new methodology reconciles different medium-specific measurement models, and the effect of a secondary magazine audience to create a reliable and accurate method for measuring cross-platform sales impact.

To put this to the test, NCS and Time Inc. collaborated with Crystal Light to measure a cross-platform 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. In addition, NCS was able to determine the value of sales contributions from 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.

About Nielsen Catalina Solutions
NCS (Nielsen Catalina Solutions) is a purchase-based ad targeting and ROAS measurement firm serving the CPG industry. We integrate in-store purchase data from over 90 MM 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 from the campaign. 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 www.ncsolutions.com to learn more.

About ARF:

The Advertising Research Foundation ("The ARF") is an organization dedicated to creating, curating, and sharing objective, industry-level advertising research. ARF provides members with unique, research-based insights to make true impact on their advertising and build marketing leadership within their organizations. Founded nearly 80 years ago, The ARF's members today include more than 400 leading brand advertisers, agencies, research firms, and media-tech companies. Together, we challenge conventions and discover new, actionable insights through objective research at scale.

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SOURCE The Advertising Research Foundation