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Nielsen Adds Realeyes’ Attention & Creative Evaluation to Bolster Ad Outcomes

Mihkel Jäätma

Mihkel Jäätma

December 18
•
1 minute read

AI is accelerating advertising’s expansion from “trading in impressions” to “trading in “outcomes.” And the winning formula for advertising outcomes is effective media, audience and creative.  

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Which is why we’re excited to announce a new strategic relationship with Nielsen. Nielsen will add Realeyes’ attention and creative scoring into Nielsen’s Outcomes measurement suite.  

Advertisers increasingly recognize that creative is the largest contributor in campaigns to sales outcomes, and that attention to creative is among the strongest predictors of sales outcomes.  

Using our 17 million human observations of attentional response to 350 billion frames of creative, we’ve unlocked the ability to predict instantly the attentional response to every creative in the world. 

By bridging attention and creative evaluation with brand and sales lift, Nielsen will deliver deeper understanding of the performance of ad creatives to power ad effectiveness and business outcomes.  

This is a proud moment for the Realeyes and Nielsen teams, as well as a seminal development in the larger advancement of advertising effectiveness. The opportunity is best summarized by partners: 

 

    Understanding why ads work through the lens of attention helps us drive better consumer experiences which ultimately lead to more sales across our global portfolio of brands. We now have a better comprehension of content impact by mapping attention and emotion to advertising effects, and we look forward to further integrations of attention into media analytics.   
    - Sorin Patilinet, Senior Director, Global Marketing Effectiveness, Mars Inc.   

 

    Attention is the dividing line between ad stimuli and ad effect. Advertising effectiveness at enterprise scale requires an industry transformation whereby attention data are systematically embedded inside media, audience and creative systems to enable precise planning, delivery and measurement for continuous performance improvement.   
    - Cesar Brea, Partner, Bain & Company    

 

You can read the full press release here. Contact your Nielsen or Realeyes representative to learn more. 

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