Audience data and analytics firm Nielsen said it signed a deal with Lyft, ride-booking platform on Thursday, to measure Lyft’s in-app advertisements through Lyft Media.
The data analytic firm said Lyft will utilize three measurement solutions, which are Nielsen ONE Ads, Brand Impact and Buyer Lift to enhance the effectiveness of the advertisement campaigns by focusing on the audience along with brand and sales.
New York-based Nielsen is a data analytic firm, which primarily focuses on understanding people and their behavior across all channels and platforms, providing independent and actionable intelligence, so its clients can connect and engage with their audiences.
Nielsen ONE Ads, cross-media solution, delivers de-duplicated reach and frequency metrics across linear TV, connected TV (CTV), computer and mobile channels, stated the firm. This gives a comprehensive campaign view to understand the reach and manage frequency across platforms.
“Lyft Media advertisers will see in real-time how reach and frequency metrics can influence brand KPIs (key performance indicators), powering actionable insights to guide more informed campaign strategy going forward,” said Ameneh Atai, General Manager and Audience Measurement of Nielsen.
San Francisco-based firm Lyft is the ride-hailing service provider in North America. The firm brings together rideshare, bikes, and scooters all in one app for its customers.
Earlier this month, Indian motor vehicle manufacturer Ola Electric said it planned to launch Raahi, an electric autorickshaw manufactured by the company and marketed directly to consumers, which is expected to enter the market in late March.
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