A joint venture between Nielsen and Arbitron that combines information about media consumption with product purchase data is helping marketers fine-tune their ad campaigns, according to a story in the WSJ.
A year-long test of a new method that tracks how media influence consumers’ purchasing habits is starting to produce results for advertisers participating in the trial, according to Nielsen Co. and Arbitron. In a story by Sarah McBride, the Wall Street Journal reports that Project Apollo has found that people exposed to several months’ worth of advertising for 13 mid-to-large brands spent five percent to 8 percent more on the brands compared to what they’d spent prior to when the ads ran.
Using results gleaned from the method, advertisers were able to adjust their media strategies to reach consumers more effectively.
The story indicates that data on the test is to be released this week, but doesn’t say whether the announcement will take place at Thursday’s American Association of Advertsing Agencies’ Media Conference, being held in Las Vegas.
It does note that this is the second time Project Apollo has released data, and that it expects to release more data in the coming months.
Apollo supplied 11,000 consumers with tracking devices that they wear and that track what radio and TV programs they consume. The same consumers use wants to scan purchaes they buy. Online surveys of these consumers measured other media consumption.
WSJ Online subscribers may read the full story here.