Nielsen has introduced the Outcomes Marketplace within its Nielsen One platform to enhance clients' understanding of advertising effectiveness. The marketplace integrates measurement tools from partners to assess brand, sales, attention, and conversion metrics. Influential powered by Captiv8 is among the first users. Realeyes is the initial partner, providing metrics to evaluate attention and emotional responses to campaigns. The platform aims to offer brands more accessible insights into consumer responses and the influence of ad creatives on sales outcomes and media efficiency.
"All ad impressions are not equal, and knowing your creative strength is key to knowing and managing your total campaign potential and performance," said Mihkel Jäätma, CEO of Realeyes.
"[Nielsen's] new Outcomes Marketplace will allow even more accessibility for brands to better understand consumer response to advertising, and gain a better view into how ad creative contributes to sales outcomes and CPM."
The Outcomes Marketplace is designed to provide measurement of brand, sales, attention, and conversion metrics by integrating tools from various partners, starting with Realeyes.
Realeyes' performance measurements and recommendations are based on over 18 million human observations that map attention and emotion to over 350 billion frames of video across 90 countries.
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