Opera Mediaworks, the mobile ad platform, has announced a partnership with Nielsen Catalina Solutions (NCS), the ad performance measurement specialist, to roll out HD mobile video ads which load instantly. Ads will be based on offline purchase behaviour and are measured according to their impact on in-store sales. Among the first marketers to test ride the new feature are Mars Chocolate, TruMoo and Horizon Media.
Opera Mediaworks partners with Nielsen Catalina Solutions to deliver instant-load mobile video ads
Amanda Zaky, Digital Media Lead, Mars Chocolate, explains:
“For a company like Mars Chocolate with such a massive portfolio of brands in the CPG category, this represents a huge opportunity to apply first-hand consumer intelligence to campaigns across a number of products. Being able to see the nuances of purchase behavior helps us understand the small shifts we can make to target and capture new customers.”
The partnership means that mobile marketers get to leverage a single-source data set for CPG advertisers with loyalty-card data from 90m+ US households via 18,000 and more major grocery and drugstore retailers nationwide. NCS data will be providing media activation and offline sales measurement across Opera Mediaworks’ ad platform, which reaches an average 285m US mobile devices.
NCS measurement allows marketers to follow the impact of their campaigns on sales directly.
Mike Owen, EVP North America Sales, Opera Mediaworks, says:
“There is an opportunity here for marketers to take what has been considered the gold standard of CPG purchase data and combine it with the best mobile ad experiences available in the marketplace.”
Both companies have said that they do not collect personally identifiable information (PII) and are integrated with LiveRamp that scrubs all PII to anonymise the data points, protecting the privacy of consumers and advertisers.
Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions, adds:
“Now, brand advertisers can be confident that their mobile campaigns will reach consumers with the highest propensity to buy. In addition, they can measure the true incremental sales of their advertising, rather than rely on imprecise metrics like buy rates. The combination of these two things allows for much greater precision in mobile video advertising.”