Meredith Digital announced an analytic alliance with Nielsen to offer a new level of insights into the effectiveness of native digital advertising campaigns on Allrecipes.com and other Meredith Corporation digital properties. Powered by one of Nielsen's analytic offerings, Allrecipes is now able to measure total Return on Advertising Spend (ROAS) for Digital Shopper Marketing campaigns. This expanded measurement capability combines Meredith's Shopper Marketing power to deliver and measure offers at the store level with Nielsen's in depth Similarities Market Test (SimTest) service which works to determine the extent to which in-market activities are driving sales.

Together, these insights and analytics reveal fast and repeatable results for marketers to strategize against which are not dependent on traditional ad tech and tags. An important tool for marketers, Meredith's Shopper Marketing capabilities are powered by a proprietary, advertising platform acquired earlier this year that delivers shoppable moments in the form of hyper-local, retailer-specific product offers in recipe and editorial content on user's desktop, tablet and mobile devices. Nielsen's SimTest methodology compares sales of a product in a defined group of stores where consumers have been exposed to the ads and offers from Allrecipes versus sales at control stores, in which shoppers were not exposed to the ads.