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 Cloudsaat ini memasok ekosistem programmatic online dengan data audiens premium yang dimiliki dan dioperasikan serta wawasan tentang perilaku konsumen, preferensi, keputusan pembelian dan kebiasaan. Kumpulan data ini sudah tersedia untuk aktivasi di sejumlah saluran pemasaran online dan offline yang berbeda termasuk tampilan, video, native, audio, TV yang terhubung dan sekarang akan tersedia untuk OOH. Ini adalah solusi pemasaran yang dibuat untuk membantu merek, perusahaan media, agensi pemasaran, dan perusahaan periklanan untuk mendapatkan lebih banyak wawasan tentang pelanggan mereka dengan mengintegrasikan analitik Nielsen, aktivasi pemasaran, data, perencanaan media, dan kemampuan manajemen data ke dalam satu platform berbasis cloud terpadu.
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.
Dengan menggabungkan kemampuan Talon dan Nielsen, pengiklan sekarang dapat mengidentifikasi dan mengaktifkan audiens yang berharga dalam strategi omnichannel untuk memberikan kampanye pemasaran dan promosi yang dioptimalkan sepenuhnya.
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.”
Tentang 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.
Tentang Talon Talon Outdoor adalah spesialis media Out of Home independen dan pemain penting dalam sektor agensi Out of Home dengan fokus untuk memberikan komunikasi OOH yang lebih cerdas, kreatif, berbasis teknologi, dan terintegrasi. Menggabungkan independensi dengan pendekatan kolaboratif, Talon mempromosikan kerja sama yang terbuka antara agensi, klien, dan mitra media. Talon telah meraih penghargaan Campaign Best Places Number 1 Medium sized UK Company to Work For dan juga masuk dalam Sunday Times Fast Track 100, sebagai No. 1 di Perusahaan Terbaik dan di LSE's 1000 Companies to Inspire Britain. Talon menangani media Out of Home untuk beberapa merek periklanan terkemuka di Inggris melalui agensi Omnicom Media Group UK, bersama dengan agensi lain termasuk AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media, dan Republic of Media.
