Nielsen’s Outcomes Marketplace Debuts, Realeyes Launch Partner
Max Kalehoff
Since all ad impressions are not equal, understanding how consumers respond to your advertising is the key to understanding how ad creative contributes to sales outcomes and CPM.
Nielsen understands this, which is why they chose Realeyes to be the first measurement partner for their Outcomes Marketplace, an interoperable ecosystem for partner measurement that will bring together a diverse set of key brand, sales, attention and conversion metrics within the Nielsen ONE platform for the first time.
“Creative is the biggest variable of media outcomes, and that’s why we’re an agency that equally prioritizes creative and media,”said David Rossitter, Senior Vice President, Analytics, VaynerMedia.
“We’re excited to apply creative data with the Nielsen standard to deliver a more complete picture of campaign performance to our brand partners.”
A Growing Nielsen-Realeyes Partnership
This partnership empowers advertisers to make quicker, smarter decisions by linking emotional consumer engagement to business outcomes in one seamless system.
As the first measurement provider featured, Realeyes is supplying advanced attention metrics that complement traditional reach and frequency data. In doing it, we’re setting the standard for future additions, which will expand coverage to brand perception shifts, sales conversions, and more.
Powered by person-level data from panels of over 1.2 million individuals, Nielsen’s measurement provides the industry’s largest big data footprint and broadest coverage across digital, linear, streaming, and CTV.
Outcomes Marketplace is designed to integrate diverse measurement data for a unified look at advertising success.
Captiv8 Excited to Adopt Attention Measurement on Outcomes Marketplace
Leading influencer marketing platform Influential, powered by Captiv8, is one of the first to adopt the Attention Measurement solution.
By tracking attention and effectiveness across key elements of creator campaigns, Captiv8 CEO Krishna Subramanian called it “a major step forward for brands investing in creators.”
Why Attention Matters: Realeyes’ Unique Approach
Traditional advertising metrics have long focused on reach and frequency—how many people saw an ad and how often. But not all ad impressions are created equal.
Realeyes’ innovative attention measurements means marketers can know definitively which ads work, which drives better business results. And, as we’ve recently proven, advertisers can simultaneously lower CPMs and grow sales by investing in creative quality.
We are excited to build upon our relationship with Nielsen to bring even more Creative Quality to their customers.