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Specific Media works with Nielsen to uncover initial results of Householding ad platform


By Gillian West, Social media manager

February 28, 2013 | 2 min read

Specific Media has worked with Nielsen to measure the effectiveness of its Householding tool, revealing the results from the first wave of brands to use the service to target consumers via numerous internet-connected devices within the home.

Launched in September of last year and used by the likes of Asda and Disney Cruiseline, Nielsen reported that households reached on three or more device types between September and December 2012 showed 10 times greater uplift in site visitations than those reached on a single device. Additionally, 24 per cent more households conducted brand related searches than those not exposed to campaigns.

Nielsen also revealed that consumers that were exposed to the campaign on two or more devices through Householding had an 89 per cent from basket to check-out conversion rate.

Nielsen senior consultant, Cathy Heely, commented: “As connected devices drive a more complex media landscape, evaluating advertising effectiveness is more important than ever.

"With this in mind, we worked with Specific Media to measure their household platform approach. Through the integration of data sets, we have delivered a report on the effectiveness of advertising served at a household level.”

Of the research findings, Specific Media country manager for the UK, Paul Oronoz, said: “This research demonstrates the success and the effectiveness of the multi-device approach for brands and advertisers. Targeting multiple-devices with VOD within a single household is changing the way we can help influence brand affiliation and purchase decisions for advertisers.”

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