Collective, a multiscreen, programmatic advertising company connecting brand marketers to consumer audiences, announced an agreement to leverage Nielsen Catalina Solutions’ data which will enable CPG advertisers to synchronize their messages across television, online and mobile channels. The Collective and Nielsen Catalina Solutions (NCS) collaboration enables Collective to provide marketers with ROI measurement and analytic reports, including the ability to adjust campaigns while still in-flight to optimize results across screens and formats.
Collective is at the forefront of synchronizing advertising across TV, desktop and mobile. Since 2011, Collective TV Accelerator, the product that links TV to digital, has helped brands reach and influence consumers’ purchase decisions. In fact, Collective has worked with 76 of Ad Age’s top 100 advertisers.
Collective uses media viewing and purchase information analysis from NCS to identify high potential audiences, and subsequently uses their programmatic ad technology and decision engine to buy linear TV and digital ads, optimizing a multiscreen campaign. The NCS dataset includes UPC-level product information for over 70 million anonymized households that are unified across retailers.
“Collective has been a leader in understanding and delivering audiences for many years. Our new alliance provides a unified view of the consumer in the multiscreen space. CPG marketers who want actionable analytics that can help understand the sales impact of their multiscreen campaigns will benefit from this alliance,” said Mike Nazzaro, CEO, Nielsen Catalina Solutions.
“Nielsen Catalina Solutions is the ‘gold standard’ in activating a purchase-based advertising approach for CPG marketers. We’re excited to leverage this new multiscreen ad effectiveness solution because it further demonstrates the impact that advertising across screens and audience bridging has on our CPG client’s product sales,” said Joe Apprendi, Chief Executive Officer, Collective.
About Nielsen Catalina Solutions
Nielsen Catalina Solutions (NCS) provides the most comprehensive single-source view of consumer behavior to help advertisers, agencies, and media companies measure and improve advertising performance by precisely linking what consumers watch and what they buy. Our offerings help CPG brands increase retail sales driven by TV, online, mobile, CRM, radio, and print advertising.
The joint venture between Nielsen and Catalina integrates actual retail purchase data from over 70 million shopper households from Catalina and Nielsen Homescan®, creating a representative dataset for CPG/OTC brands. NCS has the largest single-source dataset for TV of 1.4 million households that incorporates "currency quality" Nielsen People Meter data and millions of cable set-top box homes. The NCS Digital Network reaches over 90% of the US online population, forming a single-source dataset of over 41 million households. Nielsen Catalina Solutions is headquartered in Cincinnati, Ohio, USA.
Collective (collective.com) is a leading programmatic, multiscreen advertising company that connects brand marketers to consumer audiences with personalized ad experiences across screens and formats. Collective's unified view of the consumer platform breaks down traditional media silos and enables brands to control audience reach and frequency and choreograph messaging across TV, PC, tablet and smartphone devices.