London, U.K., 21 October 2020: Today, Nielsen has announced that they are making sweeping changes to their Nielsen Marketing Cloud solution to enable advertisers to activate against a omnichannel campaign strategy. Marketers want to be able to buy audiences across all channels and are asking for independent, scaled and transparent based data to target their campaigns against. Nielsen Marketing Cloud offers a powerful data management platform, analytic capabilities and rich proprietary Nielsen data sets.
Die erweiterte Methodik von Nielsen versorgt das programmatische Ökosystem mit Zielgruppen über eine Reihe verschiedener digitaler Marketingkanäle wie Display, Video CTV, OOH, Digital Audio und Social Media. Sie wird alle Nielsen-eigenen Technologien und Datensätze nutzen, um sicherzustellen, dass Marken die Flexibilität haben, sich schnell an die laufenden Veränderungen in der Technologielandschaft anzupassen und Daten in einem Omnichannel-Ansatz anzuwenden, auch über neue Kanäle hinweg.
Leveraging the breadth, depth and scale of Nielsen’s data, advertisers can now create a full omnichannel marketing strategy and implement a consistent audience strategy across media for brands, as opposed to running siloed strategies across channels. For example, advertisers in FMCG can leverage supermarket purchase data and activate that with audiences across CTV, radio, OOH, social and digital channels.
Der Datenschutz wird für die Verbraucher immer wichtiger. Die bevorstehenden Veränderungen in der Werbetechnikbranche werden ein stärker fragmentiertes Ökosystem mit vielen Arten von digitalen Identifikatoren schaffen. Nielsen hat sich zum Ziel gesetzt, die Aktivierung von Nielsen Marketing Cloudin der Post-Cookie-Ära neu zu gestalten und die Möglichkeit zu schaffen, die Daten sowohl auf Geräte- als auch auf Personenebene über das gesamte digitale Ökosystem hinweg aufzunehmen, zu vereinheitlichen und zu aktivieren. In Verbindung mit unserem Ansatz, bei dem der Schutz der Privatsphäre an erster Stelle steht, wird dies Medieninhabern, Agenturen und Werbetreibenden ermöglichen, weiterhin Audience Targeting in großem Umfang zu betreiben.
“At OMD EMEA we are always looking for new opportunities to enable omni-channel audience insight and targeting opportunities for our clients. We believe the loss of third party cookies provides a unique opportunity to review the fundamental principles of data-driven advertising and build something better. Nielsen offers personalisation at scale with an omni-channel delivery system. We’re excited to be able to work with Nielsen in developing future-facing solutions for our advertisers.” Miles Prichard, Managing Partner, Data Management Solutions, OMD
“Talon’s recently launched collaboration with Nielsen brings a new level of data led targeting and cross channel activation to OOH than was ever possible before. By working together with one of the World’s leading data and measurement businesses, Talon are committed to simplifying audience targeting and generating evidence based insights so that our clients and agencies can reach the right people and ensure valuable consistency with their marketing communications. Nielsen help us to achieve this with their comprehensive cloud based solutions and their dedicated team of passionate experts.” Sophie Pemberton, Group Strategy Director at Talon Outdoor
“In a fast changing world where all media is rapidly becoming more digital and by proxy, more targetable, the ability to have consistent data sets is going to be paramount to a campaign’s success. The functionality to use a single source of data signals across all media allows marketers to have more tailored media plans, ensuring efficient cross-media reach and allowing for better measurement of offline impact in line with digital measurement practices.” David Carpenter, Head of Digital at Goodstuff Communications.”
Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud at Nielsen commented: “Advertising technologies are transforming fast thanks to regulatory and business changes that enshrine consumer privacy as paramount, while customers still increasingly expect brands to have a holistic understanding of their preferences. It’s therefore crucial to have a omnichannel dataset that can be activated against both traditional display and video platforms and emerging mediums such as out-of-home and CTV, while empowering the consumer and their right to privacy. Our update to digital measurement, audience activation and analytics reflects the changing landscape and brings to life our vision of a streamlined, privacy-first advertising ecosystem of the future.”
Über Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
