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 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.
Nielsen’s Ad Intel product enables advertisers, agencies, publishers, and ad platforms to monitor ad activity across mail, TV, audio, digital – including search and social in select markets, print, out of home, and cinema.
It provides comprehensive cross-platform advertising intelligence with actionable insights to identify prospects, analyse brand strategies, and learn from past advertising campaigns to plan for the next.
JICMail said that, 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.
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.
JICMail said the applications of the data include the ability to measure advertiser share of voice, measure mail’s share of ad spend vs other channels, and track the number of advertisers using the mail channel. Users can also use the data to carry out deep-dive campaign reviews.
John Mead, customer experience lead at Nielsen, said: “It is great to see our enhanced Ad Intel offering, in partnership with JICMail, is setting new standards in direct mail advertising analytics.
“This advancement not only empowers our clients with deeper, more actionable insights but also underscores Nielsen’s commitment to innovation and excellence in advertising data.
“By providing a more comprehensive view of ad spend and creative performance, we're enabling businesses to make more informed decisions that ultimately drive significant impact.”
JICMail director of data leadership and learning Ian Gibbs added: “The release of full-fat mail circulation through Nielsen Ad Intel represents a huge milestone in the suite of mail measurement tools that JICMail now offers the industry.
“Alongside JICMail’s panel based mail tracking, performance benchmarks via the Response Rate Tracker; plus our numerous test and learn solutions; circulation data provides the most accurate read on mail volumes yet.
“Through Nielsen Ad Intel planners have a great new additional tool to explore the rich potential of the mail channel.”
JICMail engagement director Mark Cross further told Printweek: “The fundamental kind of opportunity for mail is that, for the first time, you see mail figures that are accurate in the source that most agencies use for establishing basic parameters around campaign planning.
“That’s significant because ever since JICMail started, people would say to me ‘what are you going to do about circulation?’. The industry has tried a couple of ways of trying to do it, and now we’ve got here with a lot of good collaboration.”
JICMail now has over 250 accredited subscribers.