Nielsen, the audience measurement specialist, has announced Predictive Sales Lift, a new, differentiated capability that helps marketers and agencies gain better insights into media campaign outcomes.

Available for current Nielsen ONE Ads customers, this new feature predicts sales lift and incremental revenue for a given Nielsen ONE Ads campaign. It utilises key campaign measurement performance indicators (such as reach, impression count, distribution of impressions across platforms) and brand characteristics (such as category, brand size, and purchase frequency the campaign is targeting) to deliver these predictions.

Predictive Sales Lift utilises sales lift results from hundreds of historical Nielsen ONE Ads campaigns as the basis for its analysis and predictions. This new feature will be live for general availability in May across the US.

Nielsen says it is introducing this new capability to address marketers’ needs for a holistic view of campaign outcomes in today’s fragmented media landscape as well as one that is easy to use, integrate and interoperable.

Many sales effectiveness solutions today are incomplete, suggests Nielsen, lacking the traditional reach and frequency metrics needed to provide a holistic view. This disconnect makes it difficult for advertisers to evaluate how their spend impacts both short-term sales and long-term brand awareness. This new capability addresses the need for an always-on, measurement-based, predictive way to evaluate sales effectiveness.

For advertisers, it provides a directional measurement of sales performance, along with reach/frequency insights to allow for mid-campaign optimisations.  Publishers, meanwhile, will benefit from an always-on, directional assessment of campaign performance that can happen in-flight, allowing advertisers to optimise mid-campaign.

“Predictive Sales Lift is a major outcomes differentiator because it gives our clients a full-funnel view of campaign performance, underpinned by our Nielsen ONE measurement foundation, expertise and insights,” said Nichole Henderson, SVP of Global Measurement & Outcomes Product, Nielsen. “The industry is headed towards an outcomes driven future and this is the latest proof point of how we continue to deliver for our clients and the industry on this front.”

Predictive Sales Lift can be applied to media types spanning digital and CTV. Industry verticals that may find this solution to be especially useful include retail, financial services, technology, telecommunications, travel and tourism, media and entertainment and healthcare and pharmaceuticals.

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