Solutions

Reach

Resonance

Reaction

Our recipe for successful marketing and media strategies

Overview

Forget the secret sauce, at Nielsen we have the entire recipe for successful marketing and media strategies.

We call it the 3Rs – Reach, Resonance and Reaction. Simply put, effective marketing and advertising is that which reaches your target audience, influences their opinion, and ultimately affects their buying behavior. Advertisers who accomplish this maximize the return on their marketing investment, and media companies who can help advertisers accomplish this on their properties, maximize their sales.

In today’s complex multi-device world, however, it’s increasingly difficult for advertisers and media companies to measure the performance of advertising consistently across media. In fact, up to 30 percent of marketing dollars around the world are wasted because the message doesn’t reach or resonate with the intended audience.

Our solutions allow marketers, agencies and media companies to decipher how exposure to marketing and media interact with the target audience to shape brand perception and purchase behavior, and thus understand and influence consumers’ path to purchase. Using reach, resonance, and reaction data, our customers confidently allocate budgets and inventory, develop superior creative and content, and plan, measure, and optimize individual programs – across any platform, device, and advertising model. Trusting in technology built on real data science, our customers are able to develop the best strategy to connect content with consumers and, ultimately, consumers with commerce to maximize sales. 

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See how we do it

Reach

From TV to tablets, we help you reach the right audience and measure that reach. We identify, quantify and compare the audience your advertising campaigns engage across all platforms, providing a true understanding of your return on investment (ROI) – and we provide these insights, before and throughout the campaign, to enable you to optimize your reach.

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Resonance

Advertising effectiveness isn’t just about reaching the right audience, your message must also resonate with them – influence their attitude, affect their propensity to buy, or provoke another desired action.

Whether you want to prove your brand-building potential or improve the performance of your advertising campaign, we know you don’t want to wait weeks for post-campaign analysis. That’s why we provide creative pre-testing, plus in-flight, simple, but relevant, metrics on audience and impact to give you the flexibility to adjust your creative and media mix throughout your campaign.

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Reaction

Once a consumer is reached and engaged with a message that resonates, the ultimate goal is to create a consumer reaction that increases sales and maximizes your return on investment.

We can gauge consumer reaction and determine if, and how, advertising resulted in a consumer behavior change. Our analytics show you the critical connection between media exposure and purchase activity, identify relevant messages and impactful channels, and clearly determine advertising effectiveness.

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