Campaign Effectiveness Suite by Nielsen Now Includes Creative Evaluation

On December 18, 2024, Nielsen, a global leader in audience measurement, data, and analytics, revealed the expansion of its Outcomes measurement suite. This enhancement bridges creative evaluation with brand and sales lift to provide deeper insights into ad creatives’ performance, aiming to improve ad effectiveness and drive desired outcomes. The launch also introduces a new collaboration with Realeyes, a leader in attention measurement.

Nielsen has long been at the forefront of audience and outcomes measurement with its Nielsen ONE cross-media measurement platform, which supports the entire marketer workflow. The addition of creative evaluation capabilities allows advertisers and agencies to understand what grabs and holds audience attention, as well as the reasons behind a creative’s performance. This added intelligence complements Nielsen’s brand and sales lift solutions, enabling brands to optimize their ads’ impact on outcomes.

According to Nichole Henderson, General Manager of Global Campaign Analytics at Nielsen, brands now face endless opportunities to engage consumers and require the right intelligence to make informed decisions about their ad campaigns. She emphasized that the advanced creative evaluation capabilities will provide deeper insights into campaign effectiveness and how various creatives impact outcomes. Henderson also expressed excitement about working with innovative technologies like Realeyes to bring this vision to life.

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Realeyes offers performance scores for ads, including creator content and ad versioning across multiple markets and audience segments. The platform utilizes AI-powered recommendations to improve ad performance and attention heatmaps to pinpoint visual elements that drive higher attention engagement.

Mihkel Jäätma, CEO of Realeyes, stated that attention is a key metric for understanding consumer resonance and outcomes, especially as consumers demand more personalized, meaningful experiences across modern media platforms. He expressed enthusiasm about being part of Nielsen’s creative evaluation innovation and contributing top-tier insights to the industry.

Sorin Patilinet, Senior Director of Global Marketing Effectiveness at Mars Inc., explained that understanding why ads work through the lens of attention helps enhance consumer experiences, ultimately boosting sales across their global brand portfolio. He noted that their improved understanding of content impact—by mapping attention and emotion to advertising effects—has been instrumental, and they look forward to integrating attention further into media analytics.

Cesar Brea, Partner at Bain & Company, highlighted that attention is the critical factor separating ad stimuli from ad impact. He stressed that achieving advertising effectiveness at scale requires an industry-wide transformation, where attention data are systematically embedded in media, audience, and creative systems to enable precise planning, delivery, and continuous performance improvement.

This announcement strengthens Nielsen’s reputation for innovation and modernization in measurement and analytics. Alongside the introduction of Big Data + Panel measurement, Nielsen has expanded Nielsen ONE to include outcomes, advanced audience insights, and planning capabilities. Nielsen’s measurement is powered by person-level data from over 1.2 million individuals and is backed by the largest big data footprint in the industry, ensuring broad coverage across digital, linear, streaming, and CTV platforms.