JICMAIL and Nielsen, a global leader in audience measurement, data and analytics, have brought to market a refreshed mail circulation measurement methodology. This replaces Nielsen’s previous panel-based volume measurement with near-census level data on Direct Mail and Door Drop volumes and ad spend.Available via Nielsen’s powerful Ad Intel measurement system, the rebooted gold-standard mail circulation data set, endorsed by JICMAIL, takes a direct feed of advertising mail volume data from key-players on the supply-side of the mail industry, while applying a simplified set of rates to calculate spend.
As of Q1 2024 the resulting data set provides an enhanced and highly accurate view of mail activity that will prove invaluable to media planners, measurement practitioners, client-side marketers and sell-side organisations alike.
Mail ad spend data and ad creative can now be accessed via Nielsen Ad Intel faster than previously. This will see mail ad spend released weekly and mail ad creatives released on a daily basis.
The applications of the data are numerous, and include:
- Measuring advertiser share of voice
- Measuring mail’s share of ad spend vs other channels
- Tracking the number of advertisers using the mail
- Deep-dive campaign reviews
For more information and a deck on how to use the data, go to: https://www.jicmail.org.uk/news/news-nielsen-and-jicmail-announce-release-of-re-booted-mail-circulation-data/