BTW: Q2 News From NCS

NCS News

After a very positive 2016, with many successes – the launch of our first Multimedia ROAS Benchmarks, the availability of our purchase data to reach CPG category and brand buyers on Facebook, and the industry’s first case study with Yahoo and Chobani to measure the incremental sales impact of search advertising – 2017 is off to an equally exciting start.

NCS has been the innovator in our space since 2009 and we’ve been fortunate to work with innovative clients who want to be on the leading edge of precision marketing and return on ad spend measurement. But the pace of change taking place in the industry today has us realizing that these practices are no longer the domain of the risk takers but the mandate of CPG marketers large and small. Our focus on purchase based targeting and sales outcomes, and our pursuit of consistent cross-media measurement, have us sitting right at the heart of where the industry is wants to be. We wanted to take a minute and share what we’ve been up to.

We sat down with AdExchanger to talk programmatic activation and addressable TV…

Here are some highlights, read the full interview here:

“Two years ago, NCS data could be activated programmatically on 12 ad platforms. Today, that number is at 170… including direct relationships with DSPs like Turn, The Trade Desk and AppNexus, WPP’s Xaxis unit and DMPs or data onboarders like LiveRamp/Acxiom, Neustar and Nielsen Marketing Cloud. Each onboarding partner has around 40-70 ad tech integrations where it can send NCS audience segments.”

“NCS is an early measurement partner for addressable TV buying with Comcast, Charter, Altice (which bought Cablevision in 2016), Dish and AT&T.”

“More media is becoming addressable and more accountable, and NCS is well-positioned to grow on the back of that trend,” said Nicole Monteleone, executive director of analytics and modeling for the video ad tech company Eyeview, where she’s overseen some work with NCS on addressable TV measurement.

We announced a new cross-media sales measurement solution with Facebook…

To help our clients answer the question “but did it work?”, we set out to create a new cross-media solution that could identify: the unduplicated reach delivered by a campaign, how Facebook and TV contribute to sales results individually, and the synergy resulting from combining two or more media for a campaign. Currently, we’re measuring advertising campaigns that run across TV and Facebook (or Instagram or Facebook Audience Network), and in the future we’ll also do this for campaigns that cross TV, Facebook and other digital publishers.

We debuted the NCS Learning Lab, and our first project on viewability and attention…

NCS is fortunate to work with many agencies, advertisers and media companies who welcome the opportunity to test & learn alongside us, with the goal of creating better advertising and advertising solutions. This year we launched the NCS Learning Lab to further the industry’s understanding of advertising effectiveness. The first project we’re working on, with Moat, Yahoo and Kellogg’s, is aimed at connecting viewability and attention metrics to in-store sales. This will help marketers understand the correlation between attention and outcomes.

And we’re working on even more this quarter…

Over the coming months, we will have more exciting research and solutions to share with you. Currently, we’re analyzing hundreds of TV and digital campaigns to understand the impact of each campaign element (reach, creative, recency, targeting, context) on driving sales. We’re also planning Learning Lab projects related to addressable and data driven TV, and a meta-study furthering our viewability and attention work. We look forward to sharing more with you next quarter.