By Gavin Boyle
Nielsen will launch a new aspect to its analytics, helping advertisers understand how their ads result in realized consumer response and purchases.
“Our Outcomes Marketplace is the latest example of how we are innovating to make it easier to measure what truly matters: real business results,” said Nichole Henderson, general manager of global campaign analytics at Nielsen. “Working with industry leaders like Realeyes will allow our clients to seamlessly connect powerful metrics for quick, actionable insights of their campaigns’ outcomes, all in an open, interoperable ecosystem. It’s one more way Nielsen is powering the future of measurement.”
These new analytics come from Nielsen’s partner Realeyes, which specializes in determining the emotional response of ads and how much attention they hold. Furthermore, Realeyes is capable of predicting brand sales outcomes as a result of a given advertisement.
“All ad impressions are not equal, and knowing your creative strength is key to knowing and managing our total campaign potential and performance,” said Mihkel Jäätma, CEO of Realeyes. “Working with Nielsen and their new Outcomes Marketplace will allow even more accessibility for brands to better understand consumer response to advertising, and gain a better view into how ad creativity contributes to sales outcomes and CPM.”
The creation of Nielsen’s Outcome Marketplace comes as the company looks to remain relevant in the streaming era. While Nielsen has long served as the premiere destination for TV data analytics, streaming has placed this position in jeopardy. At the end of 2024 and beginning of 2025, for example, Nielsen stopped calculating numbers for Paramount for multiple months after a pricing dispute broke out. While the disagreement has since been resolved, it nonetheless reveals that Nielsen’s place at the top is not guaranteed.
However, to further establish itself as a indispensable tool, Nielsen has broadened its horizons, even starting to offer insight into ad performance on social media platforms like TikTok. Nielsen has also been collecting data about advertisements on YouTube since 2022.
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“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan. Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns,” said Ameneh Atai, GM of Audience Measurement at Nielsen.”
As the entertainment ecosystem continues to change in the era of streaming, Nielsen has done everything in its power to remain relevant. Adding insight into the realized impact of ads provides yet another valuable tool that the company can offer to its partners.
Read Next: Nielsen to Offer TikTok Ad Insights
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