CPG-focused ad metrics agency Nielsen Catalina Solutions (NCS) announced on Thursday the launch of Sales Lift Metrics, a new in-flight campaign optimization service.
Driven by AI and machine learning technology, Sales Lift Metrics aims to deliver weekly incremental sales metrics that advertisers can use to inform and enhance campaign outcomes while they’re still active.
For programmatic campaigns, NCS said the service can help buyers optimize ad spend by tapping into real-time incremental sales metrics, allowing advertisers to dial-up or dial-down spend accordingly.
“CPG advertisers face urgent demands to reduce budget waste and optimize for sales outcomes,” said NCS EVP of strategy, Carl Spaulding. “Until now, their only options to improve results were to make changes post-campaign or rely on in-flight media performance metrics not directly related to offline sales. But with this innovative solution, advertisers can tap into near real-time insights and refine campaigns in-flight to improve outcomes.”
The Sales Lift Metrics service is designed to provide in-flight data on key campaign tactics, such as audience targets, media placements, creative messaging and ad formats.
Earlier this year, Adobe signed on as a pilot partner for Sales Lift Metrics to test its CPG campaign optimization methodology. According to a representative from Adobe, NCS’ in-flight solution has been able to deliver lucrative insights around the campaign tactics that drive incremental sales “on a much shorter latency than with existing industry solutions.” Adobe added, “With this knowledge, our CPG advertisers can make campaign decisions to gain and maximize incremental sales.”
Why we should care
“Near real-time visibility into the effectiveness of campaign tactics that are the primary drivers of incremental sales has long been a desired ideal for advertisers,” says Leslie Wood, chief research officer at NCS.
The ability to interpret real-time metrics on a tactical level means that advertisers can modify campaigns in-flight to produce more efficient and accurate outcomes. This could help cut down on ad spend while also presenting an opportunity to course-correct during the campaign’s lifetime.
For CPG marketers, in particular, understanding the immediate sales lift on a campaign-by-campaign basis can help build a more complete picture of the immediate market and inform future campaign strategies.
More on the news
- Sales Lift Metrics is part of NCS’ Optimize Solutions Suite, which also includes NCS Purchase Data Metrics – an automated API tool designed for publishers.
- Earlier this year, NCS announced its adoption of machine learning technology aimed at building audience segments and driving sales lift metrics.
- Causal sales metrics are available to all NCS clients to allow them to test, learn and optimize campaigns in near real-time.