"Nielsen's new Predictive Sales Lift feature is designed to help media buyers predict sales lift and incremental revenue for video ad campaigns run through Nielsen One Ads."
"The next age of connected TV advertising is about proving business outcomes, as marketers face more pressure to justify every dollar of media spend to their CFOs."
"Whereas measurement tells marketers what already happened, predictive analysis gives marketers a sense of what outcomes are likely to occur and a chance to make adjustments."
Nielsen introduced Predictive Sales Lift at the POSSIBLE conference to assist media buyers in forecasting sales lift and incremental revenue from video ad campaigns. This tool aims to enhance performance-driven advertising as marketers face pressure to justify media spending. Currently, 90% of campaigns lack lower-funnel metrics measurement, primarily due to smaller advertisers needing better predictive tools. The feature will be available in the US next month, covering various platforms. Predictive analysis differs from measurement by forecasting potential outcomes and allowing campaign adjustments for improved results.
Read at AdExchanger
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