Nielsen Launches Interoperable Measurement Ecosystem with Realeyes

Nielsen is once again elevating the role of outputs in its products and services to advertisers, launching what it is dubbing an “Outcomes Marketplace” that will combine Nielsen’s proprietary data with those of other marketing and media researchers to offer advertisers and agencies with “a more comprehensive view of an ad’s outcome alongside reach and frequency data.”

Nielsen has long been known for counting the number of people who watch TV shows and the commercials that accompany them. Now it hopes to be recognized for helping advertisers determine whether their spots actually spurred a consumer to make a purchase or similar decision tied to sales.

Reach and frequency are no longer enough in the TV data business, even for Nielsen, the long-time leader in estimating how many viewers watched a particular program. With giant digital platforms like Google, Amazon and Facebook providing information about which ad drew clicks, generated requests for more information and led to online sales, advertisers are demanding similar metrics to justify their TV advertising investments.