Nielsen partners with Realeyes on ad performance

The changes to Outcomes include the addition of creative evaluation capabilities to the platform.

Realeyes delivers performance scores for adverts, and the tool with Nielsen uses AI-supported recommendations to improve advertising performance and attention heatmaps to understand visual elements that drive higher attention performance. 

Nichole Henderson, general manager of global campaign analytics at Nielsen, said: “Our advanced creative evaluation capabilities will allow us to dive deeper into the ways campaigns are measured, uncovering how well a campaign works and the impact different creatives have on outcomes.

“To bring this to reality, we’re excited to work with innovative technologies like Realeyes.”

Mihkel Jäätma, chief executive officer at Realeyes, added: “Attention is a powerful metric to understand resonance and outcomes as consumers demand more personalised, meaningful experiences across modern media platforms.

“We’re thrilled to be part of Nielsen’s innovation in the creative evaluation space and bring best-in-class insights to the industry at scale.”