London, 19th August: Nielsen today announces an integration with Talon Outdoor, which enables marketers to intelligently target audiences across both online and Out of Home (OOH) by combining its Nielsen Marketing Cloud solution with Talon’s proprietary data management platform Ada.
Nielsen Marketing CloudDie Daten des Unternehmens versorgen derzeit das programmatische Online-Ökosystem mit erstklassigen eigenen und betriebenen Publikumsdaten und Einblicken in das Verhalten, die Vorlieben, Kaufentscheidungen und Gewohnheiten der Verbraucher. Diese Datensätze sind bereits für die Aktivierung über eine Reihe verschiedener Online- und Offline-Marketingkanäle verfügbar, darunter Display, Video, Native, Audio, Connected TV, und werden nun auch für OOH verfügbar sein. Es handelt sich um eine Marketinglösung, die Marken, Medienunternehmen, Marketingagenturen und Werbefirmen dabei helfen soll, mehr Einblicke in ihre Kunden zu gewinnen, indem sie die Analyse-, Marketingaktivierungs-, Daten-, Mediaplanungs- und Datenverwaltungsfunktionen von Nielsen in eine einzige, einheitliche cloudbasierte Plattform integriert.
Talon is an industry leader in OOH media, with a focus on delivering creative, technology-led and integrated communications. Its proprietary data management platform, Ada, aims to push the boundaries of data-driven OOH audience targeting and campaign measurement, enabling advertisers to create more effective campaigns. The specialist platform manages and activates billions of audience and location data points to create new intelligence about people’s real and recent behaviours, such as how they travel, the OOH advertising inventory they see, and the actions they take after exposure to brand messages.
Durch die Kombination der Fähigkeiten von Talon und Nielsen können Werbetreibende nun wertvolle Zielgruppen innerhalb einer Omnichannel-Strategie identifizieren und aktivieren, um vollständig optimierte Marketingkampagnen und Promotions durchzuführen.
Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud said: “Brands are constantly competing for the attention of consumers, meaning that audience data and insight is now a significant part of any marketing strategy to target the right consumers, and how to do it effectively. Our new collaboration with Talon Outdoor is a crucial step in bringing the power of Nielsen’s online audience segmentation to other marketing channels, and we are looking forward to seeing the plethora of Nielsen’s gold standard digital audiences become addressable in OOH media through Ada.”
Sophie Pemberton, Group Strategy Director at Talon Outdoor, said: “This collaboration is strategically important for Talon Outdoor. By working with Nielsen and their world class data and insight we are able to enhance advertising campaigns so that they are more effective, informative and engaging. It also enables us to continuously improve the Ada platform and leverage deeper insights for more OOH campaigns.”
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.
About Talon Talon Outdoor is an independent Out of Home media specialist and a significant player in the Out of Home agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open working between agencies, clients, and media partners. Talon has achieved the Campaign Best Places Number 1 Medium sized UK Company to Work For and has also featured in the Sunday Times Fast Track 100, as No. 1 in Best Companies and in LSE’s 1000 Companies to Inspire Britain. Talon handles the Out of Home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies, along with other agencies including AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.
