Nielsen Advances Multi-Platform Ad Measurement with Mbuy

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There is a new wave of tracking tools that help to link advanced datasets with sales information to help marketers efficiently steward their targeted buys.  One is Mbuy, which offers multiplatform analytics to inform advertisers step by step through a consumer journey.  Mbuy recently expanded its relationship with Nielsen by offering clients access to Nielsen’s Ad Intel spend data.  I recently spoke with David Hohman, Executive Vice President, Global Managing Director for Agency Business at Nielsen.  He is at the forefront of this effort and described how it will impact the advertising landscape.

Charlene Weisler:  What specifically does Ad Intel provide for your clients and how is it unique in its offering?

David Hohman(pictured at right):  Agencies can monitor the industry’s ad activity and differentiate their clients’ brands from their competitors.  Ad Intel gives our clients access to the most comprehensive source of cross-platform advertising intelligence available today in one intuitive software program that contains over 5 million brands, 2 million parents and 2,500 product categories.  This allows our clients to review and compare any industry’s ad activity across media, company, category or brand and tap into over 20 years of historical data.  Ad Intel helps our clients determine how much each advertiser is spending; when, where and how many ads are placed across platforms, which creatives are being used and how well the

Charlene Weisler

Charlene Weisler is a media research executive and MediaVillage columnist with experience that spans broadcast, cable, off-platform, non-linear, and broadband. She shares her expertise in set-top box data, SEO, metrics creation, and behavioral psychography i… read more