Nielsen is partnering with a i2c, a partnership between Sainsbury’s and Nectar card owner Aimia, to help advertisers measure the true impact of digital media on influencing consumer shopping behaviour.
The collaboration launches today (15 September) and sees the Nielsen Marketing Cloud, a cloud platform that combines several aspects including data, analytics and media planning to offer i2c’s brands a more robust view of how to blend online and offline shopping behaviours. Those advertisers are given real-time programmatic activation across over 150 third party ad serving partners ((DSPs, agency trading desks and ad exchanges).
By doing this, the aim is to help advertisers harness actual purchase data so that they can better understand the buying habits of shoppers, whether that’s identifying lapsed shoppers, competitive shoppers or category shoppers, in order to inform their media strategies. Were a brand to engage lapsed shoppers for example, it could model and scale that segment out using Nielsen's modelling and machine learning technologies.
To show the partnership’s potential, both companies cited Carling, which benefited from a 19 per cent uplift in sales and a 4.1 times lift on campaign return linked directly to the venture. For this to work, the Nielsen Marketing Cloud data sciences team modelled and scaled audiences across programmatic media based on dozens of Carling’s key customer characteristics, using in-store and online purchase data from Sainsbury’s Nectar Collector loyalty program, which Aimia operates.
By improving visibility into offline purchases and shopping behaviour, marketers will be able to activate more tailored ads targeted towards refined audience segments to ultimately improve the customer experience and drive greater ROI," opined Ryan Storrar, head of biddable platforms at Essence.
Beyond i2c’s clients, Nielsen will also be working with the Aimia team that works directly with Sainsbury’s. Nectar has the transactional data. “We have the data science team and technology to model out based on Nectar's first party seed audience data and reach these scaled segments across digital media through the Nielsen Data Management Platform, claimed the measurement firm.
“The collaboration of i2c and The Nielsen Marketing Cloud has proven the impact that data-driven programmatic audience buying can have on in-store and online sales for a brand. Our award-winning Carling campaign illustrated that,” said Matt Bennathan, vice president and managing director of Nielsen Marketing Cloud in Europe. “The Nielsen Marketing Cloud has the richest UK data available and is a perfect partner for Nectar’s loyalty card data. We can programmatically engage digital audiences at scale and close the loop, providing strong, measurable sales results.”
The move shares similarity to the partnership struck between Facebook and Dunnhumby earlier this year, which gives FMCG brands the ability to see how ads run on the platform effect in-store sales at the supermarket.