Did your target customers visit your store after clicking your ads this morning? That’s what lifestyle publisher Meredith is promising to advertisers, using technology from Nielsen.
In this video interview with Beet.TV, Meredith programmatic sales and strategy Chip Schenk says the company, which publishes FamilyCircle and AllRecipes, has extended a five-year partnership with the media measurement house for a new product.
“Nielsen uses its data and they match and you can see what the results are – but it was always post-campaign,” he says.
“We’ve worked with Nielsen … to ensure the new product is about connecting consumers and marketers from the first moment the consumer is exposed to the message all the way through their purchase process. During the middle of the purchase process, you can see whether the consumer is responding by going in-store and purchasing the product.”
The hook-up follows a technology acquisition Meredith made earlier this year and means Meredith is now offering a version of what is fast becoming an achievable marketing holy grail – the ability to correlate ad spend with real-world actions.
More than that, though, it is about allowing advertisers to change campaigns, mid-flow, faster than before.
“(It) allows the marketer to understand how the message is being received … and optimize in-campaign,” Schenk adds. “You’re able to optimise your messaging and delivery in-campaign rather than after the campaign to see what the results are.”
Meredith’s Q2 digital ad revenue grew 15% year-on-year. Its local division reported: “Digital advertising revenues grew 20 percent as growth strategies, including Meredith bringing its programmatic sales efforts in-house, began to be realized. Handling its own programmatic sales allows greater customization and Meredith retains all the revenue.”
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
