Nielsen Ad Intel Digital adds social, in-app media spend & creative data
Nielsen Ad Intel Digital has upgraded its capabilities to provide marketers and publishers with enhanced data from digital services.
The service, which offers data and insights for clients to identify prospects, analyse brand strategies, and use past campaigns to plan for future planing, now has detailed advertiser-level social, in-app media spend and creative data.
The changes mean that Nielsen can provide new visibility into some of the largest ad investments on digital, while video collections will now expand to cover pre, mid and post-roll content for mobile and desktop devices.
Nielsen Ad Intel commercial lead, Rose Lopreiato
The new social and in-app digital data will provide increased coverage by measuring additional sites and advertising types, plus a higher degree of accuracy when it comes to measuring digital ad buys.
As a result, media buyers and sellers will be able to use Nielsen Ad Intel Digital to more easily monitor, adjust and measure their digital ad performance.
Nielsen Ad Intel commercial lead, Rose Lopreiato, said the enhancements are reflective of what the industry has been asking for.
“Nielsen Ad Intel can provide advertisers, agencies and publishers with detailed advertiser-product level spend, impression data and creatives from multiple digital devices.
“This new, rich set of data will enable our clients to monitor their competitors’ spend and creatives across social, in-app, video and general display.”
The new social dataset has been used to generate a report on the first quarter for 2021, showing $450 million in estimated media spend for social media (Facebook and Twitter).
Top 10 Social Categories For Ad Spend – Nielsen
Other changes for Nielsen clients include expansion of the number of websites monitored and the ability to access creatives via a digital dashboard.
Lopreiato said: “The enhancements to Ad Intel are part of Nielsen’s effort to equip the industry with independent and comprehensive competitive metrics that help establish a more flexible way to evaluate ad performance across platforms.
“The upgrades to our digital monitoring provides our clients with a quality and granular digital ad measurement solution which compliments the trust Nielsen provides to its clients across all its existing media spend services.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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