Millennial Media and Nielsen Catalina Solutions Bring ROI, Measurement to CPG
Mobile accounts for more than 60 percent of consumer time spent on digital, but advertiser spend still lags. Knowing how exactly a mobile ad affects brand awareness, foot traffic, or purchase rate is one very important way we can close that gap.
That’s why we’re partnering with CPG ROI measurement leader Nielsen Catalina Solutions. Together, we’re helping Millennial Media CPG advertisers determine the effectiveness of mobile ad campaigns on product sales using purchase data.
Imagine being able to know the incremental lift in product sales as a direct result of your mobile ad spend. We can take the guesswork out of understanding what actually drove the lift, so that you can improve for the future, and we can do it today.
Millennial Media’s access to premium inventory and one of the largest footprints of device IDs, coupled with Nielsen Catalina Solutions’ ability to connect consumer behavior with mobile campaigns, offers advertisers ROI measurement tools that map directly back to key performance indicators (KPIs).
By combining our most addressable audience (via Millennial Media’s SDK footprint) and Nielsen Catalina Solutions’ data set containing more than 70 million households of retail sales data that is nationally representative, we are able to create a nearly a 1:1 deterministic match between a consumer that sees an ad and that same consumer purchasing a product. You’ll know what works and what doesn’t and then you can adjust accordingly and make your data-informed campaigns better and better.
Recently Millennial Media and Nielsen Catalina Solutions collaborated with Campbell’s Soup Company to determine the sales results of the Swanson brand mobile campaign. The ads drove a whopping 7% lift in incremental sales, which quadrupled their return on ad spend.
We’re committed to helping advertisers reach the right consumers at the right times on the right devices. Now we can show you the real sales driven by these campaigns. Are you ready to maximize your spend?
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.