Marketers today know that “traditional” media placement alone doesn’t cut it when targeting their core audiences. Shifting dollars to include online advertising is a critical component of any successful media plan.
Consumer packaged goods (CPG) manufacturers have historically lagged behind other advertisers in fully integrating online into their media mix—due to both limited online sales and the lack of concrete evidence demonstrating the ROI of online marketing tactics.
To bridge the gap between online ad expenditures and offline purchasing activity, Nielsen identifies households exposed to online ad campaigns and compares their offline purchasing behavior with those who were not exposed to the campaign giving manufacturers a tool to reliably track and measure the true impact and ROI of their online marketing campaigns.
To learn more about Nielsen NetEffect, contact a client service representative at 1-800-864-1224 or submit your request online.
