• November 12, 2014

4INFO and Nielsen Collaborate on TruView for Retail, Dining, and Travel Advertisers

4INFO, a provider of mobile attribution for national brand advertisers, has collaborated with Nielsen to launch the newest version of its TruView measurement for mobile ad campaigns. 4INFO is using Nielsen Buyer Insights to directly measure the actual sales impact of mobile advertising campaigns.

TruView measures the sales impact of mobile advertising campaigns while sourcing sales data from hundreds or thousands of retail locations, as well as via e-commerce and m-commerce.

"By collaborating with Nielsen Buyer Insights, 4INFO brings a powerful capability to retail, restaurant, and travel brand advertisers," said Tim Jenkins, CEO of 4INFO, in a statement. "Advertisers can now greatly enhance measurement of their mobile ad campaigns without tying up internal data processing resources or sharing sales data outside company walls."

TruView measurement, powered by Nielsen Buyer Insights, leverages 4INFO's patented mobile technology, which enables advertisers to precisely market to more than 150 million mobile devices in 100 million U.S. households in a privacy-protected manner. It uses information from Nielsen Buyer Insights' comprehensive coverage of online and offline credit transactions to leverage anonymous purchase information connected to media exposure to provide aggregated campaign level reports.

With TruView, advertisers can access mobile campaign reports that identify incremental sales lift and calculate Return on Ad Spend, and other key performance indicators, including buyer penetration, purchase frequency, spend per buyer, spend per transaction and share of category.

"With mobile advertising spend growing, it is increasingly important for marketers to understand the value of that investment in driving business objectives," said Nada Bradbury, senior vice president of product leadership at Nielsen, in a statement. "Nielsen Buyer Insights closes the loop between ad exposure and sales transactions to help marketers make smarter advertising decisions based on actual consumer purchase behavior. We already have a strong track record in connecting the dots between actual sales and ad exposure on TV and online—we’re excited to work with 4INFO to bring direct sales lift measurement to their mobile platform."

"With Nielsen Buyer Insights' comprehensive coverage of privacy-protected credit transaction data and  4INFO's ability to tie mobile ad impressions to unique households, TruView now gives advertisers and ad agencies the category and demographic insights they need to fully understand and report the effectiveness of their mobile ad campaigns, with increased measurement precision," Jenkins added.

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