Celebrating 10 years of innovations and imagining new possibilities.
YouTube TV launches
General Data Protection Regulation implemented
TikTok goes international
NCS releases an optimization product built for publishers: Purchase Data Metrics
Online ad revenue passes TV
NCS goes to market with the first digital Sales Effect for CPG advertisers
HBO NOW is top video streaming app by revenue
Google Home launches
NCS expands social platform measurements
Netflix extends its reach
Microsoft announces release of Xbox One
Cross-media measurement studies are made available
Instagram introduces sponsored posts
Twitter goes public
NCS brings to market the ability to measure campaigns inside closed publisher environments
NCS introduces Sales Lift Metrics to answer “What is driving incremental sales?” while still in-flight
NCS purchase-based targets are made available on programmatic platforms
Digital grocery sales reach $29.3 billion in the U.S.
Sales of wearables take off
Change is coming
What’s next? Bring to market a new generation of solutions that offer near real-time insights
NCS launches TV audience targeting solution
NCS launches Sales Effect for linear TV
Apple introduces the first-gen iPad
Mobile measurement becomes the latest NCS solution
Facebook goes public
NCS releases first CPG benchmarks
NCS creates addressable TV audience targeting and campaign measurement solutions
Amazon Echo is introduced to the market
Mobile exceeds PC internet usage
Sling TV arrives
Based on behavioral insights from a previous app they developed, the founders of Pinterest envisioned a website that allowed users to collect images of things in buckets. Starting with an invite-only model, Pinterest now has nearly 300 million active users.
The joint venture: Nielsen Catalina Solutions opens its doors
What happens when you combine the largest provider of media, consumer information and analytics with the global leader in consumer-driven print communications? Pure measurement magic. This partnership delivered next-generation media solutions, so clients could shape their marketing investments and better measure their campaign ROI.
Apple didn’t let their first tablet’s lukewarm reception stop them from innovating. The iPad sold millions and Apple quickly captured 95% of the nascent tablet market.
Developed in Sweden, Spotify launched in the U.S. with millions of tracks and the ability to create, edit, and share playlists, updating the mixtape for the new generation.
Conceived as a way to send pictures and messages – or Snaps – that disappeared after a short time, Snapchat offered a distinctly new way for people to communicate.
We conducted revolutionary research for CBS Corp. and showed how CPG marketers could increase sales with improved TV campaign delivery to top category buyers compared to traditional demographics. Yep, we’ve been in TV purchase-based targeting this long.
It went public on May 18 with a share price of $38, putting its valuation at more than $104 billion.
This marked a big turning point for digital advertising marketers, correlating online advertising and offline purchases. Using purchased-based information, we were able to show that CPG brands can realize a return of almost three dollars in incremental sales for every dollar spent with online advertising. Cha-ching!
This staggering number (at the time) represented the continually growing power and potential in an ever-connected world. And better access to funny cat videos.
This successor to the Xbox 360 – the best-selling game console in history – would soon be hitting store shelves with better graphics, faster processing, more storage and more advanced controllers.
The markets were abuzz once again with the most anticipated IPO since Facebook. Shares for this seven-year-old tech sensation soared above their initial offering price on the first day.
We built a single-source software solution that empowered CPG marketers, agencies, and media companies to help match advertising with “buyer-rich” audiences, based on actual retail purchase data. The planning and execution of television campaigns got a whole lot more effective. Roll the credits.
As digital TV adoption increased, we delivered new targeting and measurement capabilities – ones that used subscriber registration data and set-top box technologies – so CPG advertisers could reach very specific audiences.
Amazon introduced this personal assistant as a centerpiece for smart home connectivity and the internet of things found its voice.
The biggest thing to happen to the internet in 2014 was how people accessed it. For the first time, mobile devices were the primary pathway, reinforcing the need for a mobile-first approach across the board.
Reacting to a cord-cutting trend, Dish Network unveiled its own streaming service, and today it boasts 2.4+ million subscribers.
Not to be outdone by Amazon’s Alexa, Google launched its line of smart home speakers, powered by Google Assistant.
Netflix launched in 130 countries bringing its global entertainment service to 190 total countries around the world. Netflix also premiered “Stranger Things,” which became an award-winning worldwide phenomenon.
Print has always been difficult to measure in cross-platform situations. We created an analytic tool that uses machine learning to look back in time to pinpoint the marketing variables that influenced a sale. The result? A groundbreaking method of cross-platform advertising measurement that determines the in-store sales impact of campaigns across print, digital, and TV.
FOR YOUTUBE TV
YouTube launched YouTube TV, a streaming service that allows users to watch live television programs from popular cable or network channels, and record shows to stream anywhere, anytime.
Beijing-based TikTok launched in the international market and quickly captured the mobile hearts of the world. This app allows users to shoot, edit, and share short videos with filters, music, and more.
It’s a milestone we knew was inevitable. In 2017, digital ad spending was $209 billion worldwide, exceeding TV, which was $178 billion.
In addition to our long-standing relationships with Facebook and Pandora, we solidified our partnerships with Spotify, Twitter, Snapchat and Pinterest. This marked a huge expansion of CPG advertisers’ ability to measure the in-store impact of their advertising.
The European Union put the world’s strongest data protection rules into effect, changing the way that businesses handle data.
Advertisers don’t just need to know if their digital campaign is working, they need to know it yesterday. PDM arrived to provide the fastest and most frequent purchase signal available for the CPG industry. It enables advertisers to make sales optimizations in-flight for more effective advertising across all of their properties.
This groundbreaking service empowers brands and programmatic traders to optimize the incremental sales lift driven by their advertising campaigns in near real-time. Sales Lift Metrics delivers the causal impact of specific campaign tactics on incremental sales results. Marketers can then dial-up or dial-down campaign elements to amplify their outcome.
We worked closely with Google to bring a new level of accountability to digital advertising for YouTube campaigns. Using machine learning, our next generation Sales Effect solution allows advertisers to measure the sales lift driven by their investments inside a publisher-contained environment. Best of all? The measured sales results of an advertiser can be compared apples to apples with results from other digital publishers.
Verizon and AT&T are the first to launch 5G service this year with the promise of dramatically faster speeds and instantaneous communication.
The next frontier in advertising campaign effectiveness brings faster insights to the market. We’re working on a new generation of tools that will empower advertisers and publishers with the knowledge they need to plan and execute extraordinarily effective campaigns – near real-time campaign insights that will deliver even more efficient and effective results to measurement, targeting and optimization. Stay tuned!
We don’t always know what’s ahead, but we guarantee that innovation and revolutionary ideas will continue to transform our lives.
HBO made its presence known with a 2015 launch and quickly rocketed to the revenue top. CBS and Showtime also followed suit, launching their services in 2015…and mobile live streaming increased.
From fitness tracking to smartwatches to VR, wearables gained an increasing foothold, becoming an even bigger part of our lives.
Online grocery sales showed no signs of slowing down and no shortage of options either – from traditional grocers, Instacart, Walmart and Target to Amazon and Whole Foods. In 2018, 48% of U.S. grocery store customers purchased most of their groceries online.
One of the most hotly anticipated launches of the year delivered the massive movie catalog of Disney, Pixar, Star Wars, and Marvel, as well as fan-favorite original programming and thousands of Baby Yoda memes.
Media exposure and consumer buyer insights were brought together to create the first NCS Sales Effect Studies. CPG marketers were now able to measure the impact of their digital advertising on the most important metric of all – incremental in-store sales. Mic drop.
Programmatic platforms were becoming a way of life for CPG advertisers and their agencies. But they needed the ability to access targets quickly and then activate them. We were able to take a giant leap ahead in this area, making all of our purchase-based targets available for activation.
At NCS, we’re honoring our 10-year anniversary. As we reflect on all that’s happened at NCS and throughout the consumer landscape, it’s been a decade of change. These 10 years have been marked by monumental shifts in technology and a rapidly-evolving media and advertising landscape. This shared history is filled with significant industry milestones and transformative NCS moments that have revolutionized how we do business. But even as we look back, we’re actively focused on the future. And we can’t wait to show you what’s next. Still want to explore? Download E-Book: 10 Things We’ve Learned Over 10 Years