Session summary

The first goal of BRAND ADVERTISING is to REACH targeted users efficiently and widely. In this session, Nielsen shares with you how important it is to track INDIVIDUALS across fragmented digital media and measure the unique reach , and what it means to TV/Digital integrated media planning. You can also learn how to reach targeted users efficiently from case study with concrete methodology. REACH is the first goal but advertising impact, such as brand lift on awareness or purchase intent, is also important.This session informs you what your digital campaign’s measurement/evaluation should be and how you can optimize the reach and impact in real time with Nielsen’s measurement framework.