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BizReport : Advertising archives : April 13, 2007

Nielsen launches new tools for advertisers

Two new tools from Nielsen could help advertisers increase the ROI from different campaigns. The first will map out brand DNA; the second will rate out-of-home television viewing.

by Kristina Knight

nielsen logo The Brand Association Map (BAM) is a new tool from BuzzMetrics which maps brand themes as derived from blogs, message boards, rating sites and other consumer-generated media. It allows marketers to see how their brand is perceived online.

"Marketers [can] reconcile intuition and beliefs about brands with how consumers really contextualize them," said Jerry Needel, senior vice president, Product Management, Nielsen BuzzMetrics. "This aids understanding of true brand health, and results in marketers asking the right questions and making better decisions."

By knowing how consumers relate to brands, marketers can better predict and change campaign outcomes.

The second tool for marketers will measure out-of-home television viewing. This includes viewing that takes place in offices, hotels and fitness clubs among other options.

“Through [the] initiative we are committed to ‘following the video’ wherever it goes and measuring out-of-home viewing is a critical component of that commitment,” said Sara Erichson, Executive Vice President, Client Services, Nielsen Media Research North America.

In the past, only in-home viewing habits were measured. This left out a critical component because people watch television in numerous locations. By properly measuring out-of-home viewing, marketers will have a better idea of how to reach target demographics both in-home and out-of-home.

Tags: advertising metrics, brand awareness, brand management

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