Nielsen + Turtl | Case Study | Turtl
Learn how Nielsen's Ad Intel division achieved average read times of over 8 minutes and increased reach using Turtl's interactive content platform
Driving engagement with
8 mins average read time
Understanding how clients engage
with their research
What’s the true value of research?
Nielsen's Ad Intel division deliver commissioned research reports and share insights via newsletters but their means of doing so was revealing little about how people read their work.
Nielsen’s Ad Intel division is commissioned by enterprise brands and global businesses to deliver research reports, data and insight on market trends. Their findings are presented back to clients and published across a number of different digital channels. They also produce a regular newsletter sharing insight and learnings.
Nielsen is a global measurement and data analytics company. Their Ad Intel division partner with the world’s largest brands to help achieve transparency in media investments, build evidence-based marketing programmes, and select the right technology partners and platforms to run and measure marketing activities.
The brightest discovery can fall on deaf ears if poorly communicated. To make sure their work delivered the strongest possible impact, the team needed to present their insights in the most compelling way. They also needed to know what was being read and how.
The division's existing model of publishing was providing very little in the way of meaningful metrics. Click-through rates, download counts and dwell times were not helping Nielsen to solve their critical need to:
- Understand exactly how their content was being read
- Intelligently drive, track and manage leads and revenue opportunities
Modern content experiences with
deep analytics feedback
A head above
Other solutions were considered, but Nielsen recognised the quality of reading experience and data captured by Turtl
The Ad Intel division's desire to take a more sophisticated approach to publishing made Turtl's format a perfect fit. The inbuilt analytics also provided the deeper insight into audience engagement and lead opportunities the team was after.
The team did consider other content platforms, but saw Turtl as head and shoulders above the rest in terms of quality of reading experience and depth of data insights.
Turtl’s ability to report on reader engagement within each section of a publication was extremely attractive to the team. It would allow Nielsen to focus their efforts on the topics and aspects of their research which resonated best with their audience, delivering a better overall customer and reader experience.
Turtl's inbuilt analytics provided the deeper insight into audience engagement and lead opportunities the team was after
Proof of value and ROI
Not only were the team able to engage readers, but they were also able to demonstrate impact on the bottom line
Turtl's reader profiling allowed the team at Nielsen to actively track audience interactions and engagement for the first time. They now know exactly how many people have read each part of their reports, and for how long. They can also integrate capture forms, generating new leads as research is forwarded to others in the client's network.
Through Turtl we can easily identify new revenue opportunities and leads which are then passed to our sales team. This provides tangible ROI and clear visibility over what impact content is having on the bottom line
Lauren Fitzgerald, Strategist
Over the space of 9 months, over 2,000 readers engaged with their output a total of over 4,000 times, with an average read time of over 8 minutes and bounce rate of just 12%.
In this time, Nielsen's audience spent a total of 576 hours (24 days) reading Turtl-powered content.
Until Turtl, the team simply didn't know whether their content was being read or how it was shared. The team can now demonstrate the significance of their work and prove its impact on the bottom line.