NIELSEN ON LOCATION MEASUREMENT

In today’s media-driven age, there’s no shortage of screens for people to engage with. In addition to those in our homes and in our hands, screens surround us when we’re on the go: in movie theaters, airports, bars, fitness centers, medical offices and restaurants, just to name a few. This system of screens make up what the media market refers to as place-based or location-based networks. These networks have their own content lineups and ad schedules, and while we know that consumers see the content on these screens, it’s not as easy to find out how many consumers see the content, how often they see it or for how long. And what do we know about these consumers?

We make it our business to understand these place-based and cinema audiences. Nielsen On Location Measurement measures the viewing behavior of millions of people every day across a variety of networks and thousands of locations.

If there’s a screen to be seen, Nielsen can measure it. We strive to understand not just the size and scale of these networks, but also the attitudes and drivers of the consumers viewing them. Our goal is to provide invaluable insights to those involved with the planning, buying and selling of place-based and cinema media. In addition to providing trusted third-party measurement, we provide metrics that are comparable to TV and digital ratings, allowing place-based and cinema networks to maximize the value of their inventory and be a part of the total audience picture.

Nielsen’s suite of solutions for place-based and cinema clients includes audience measurement, custom brand/ad impact studies and access to Nielsen’s  proprietary tools, including Ad Intel, Media Impact and Nielsen Scarborough.

In today’s data-driven market, few marketing campaigns, media plans or ad buys are executed without substantial data behind them. To increase your network’s chances of being part of the consideration set, Nielsen offers you the ability to quantify the size of your audience, because we know that your networks are delivering valuable consumers at important moments, and we’ve got the numbers to prove it.

Nielsen On Location Measurement offers trusted third-party measurement of network audiences so that your advertisers and agencies can plan and purchase with confidence. Using online and mobile methodologies in conjunction with location-based data, we survey real consumers who were recently exposed to your network’s screens, content and branded advertising. The metrics derived from this data are comparable to TV and online video impressions, and are consistent with the Digital Place-Based Advertising Association’s Audience Metrics Guidelines.

All measured networks are reported in Nielsen’s quarterly Place-Based Video Reports as well as our monthly Network Audience Reports. The result of this comprehensive measurement and industry wide transparency is a complete picture of digital place-based network audiences and the ability to plan and buy media more effectively.

Nielsen takes digital place-based networks and cinema network data to the next level through Nielsen’s Total Media Fusion, a cross-platform data set that includes data from TV, smartphone, tablet, computer, magazine, cinema and digital place-based media. With Total Media Fusion, users can compare the reach and frequency of digital place-based and cinema advertising against these other media, thus enabling advertisers and agencies to make more effective decisions about where and when to engage audiences in their campaigns. Total Media Fusion users can also create custom segments for insights, planning and analytics using a multitude of variables from the GfK MRI Survey of the American Consumer merged with cross-platform media behavior.

Given the amount of ad dollars spent on out-of-home screens ($7.7 billion in 2017, according to the Outdoor Advertising Association of America), it’s no surprise that media companies, marketers and brands are calling for greater understanding of the effectiveness of their advertising campaigns. As a digital place-based or location-based network, you know your network delivers tremendous value to advertisers—now let Nielsen help you prove it.

Nielsen’s advertising campaign solutions provide valuable insights into a campaign’s performance including top-of-mind recall, brand awareness and lift, purchase intent, consideration and demographic profiles. By measuring the media platform, the advertising creative and the campaign’s effectiveness, we can help you show brands that consumers aren’t just exposed to your network’s advertising, but that they’re engaged as well.

RECALL

Measures both media platform and advertising creative.

Answers the Questions:

Did viewers recall the ad they just saw?

Was the media platform successful in getting the brand’s message in front of the target consumer?

Was the creative successful in communicating the brand message?

impact

Measures campaign effectiveness.

Answers the Questions:

Did the campaign improve brand awareness?

Do consumers view the brand more positively after the campaign?

Are consumers more likely to consider purchasing the brand?