Nielsenโs planning and measurement products, such as Nielsen Audience Planner and Advanced Audience Posting, power brands across industries to plan, optimize and measure against segments across the media ecosystem
NEW YORK - September 13, 2022 - Nielsen (NYSE: NLSN), a global leader in audience measurement, data and analytics, unveiled its largest and most diverse advanced audiences portfolio to date, enhancing the ability for marketers, advertisers and agencies to plan and measure their defined audiences. Nielsen has been enabling planning and measurement of advanced audiences for 10+ years and these three new collaborations add audience segments complementing the CPG, retail and 1st party categories currently available within Nielsenโs products: Swoop, a leader in AI-generated audiences for healthcare marketing, Polk Automotive Solutions by S&P Global Mobility, a leading source of comprehensive automotive information and insights, and Epsilon, a global advertising and marketing technology company.
Nielsenโs recently announced expansion of Nielsen ONE Alpha including advanced audiences will help deliver a single view of audiences who saw a campaign, including sales and other actions consumers may have taken. The diversification of the advanced audiences portfolio into healthcare, automotive and marketing technology will provide marketers a seamless, unparalleled view of audiences at each step of the media journey once incorporated into Nielsen ONE.
Through a recent agreement, Nielsen clients can now utilize Swoop audiences in Nielsen’s planning and measurement products for its custom healthcare segments, making Swoop the first healthcare data provider to integrate its audience segments into Nielsenโs solutions. This allows healthcare and pharmaceutical advertisers to make more informed media planning, over-the-air radio, audio and linear TV buying decisions by understanding the unique behaviors of these audiences. Through Nielsenโs advanced audience suite, healthcare and pharmaceutical advertisers can better reach audiences across the media ecosystem.
Based on Nielsenโs strategic relationship with S&P Global Mobility (formerly IHS Markit), Nielsen has integrated Polk Automotive Solutions data across certain Nielsen offerings, allowing media sellers and auto marketers to leverage data across their planning and measurement use cases. Media sellers and auto advertisers can make effective decisions about engaging automotive shoppers and assess if their campaigns are reaching desired audiences.
Nielsen has connected its advanced audience capabilities with global advertising and marketing technology company Epsilon, accelerating the ability for Epsilon’s clients to harness the power of their first-party data to enhance, buy and measure campaigns with confidence. With this integration, Epsilon can give brands, agencies and publishers the ability to reach real consumers across all channels with a privacy-first approach.
"Pengiklan saat ini membutuhkan akses ke wawasan yang cepat dan efisien yang memungkinkan mereka untuk membuat perencanaan yang lebih efektif di seluruh platform dan menjangkau audiens yang paling penting," kata Angela Girardin, SVP Audience Intelligence di Nielsen. "Dengan menggabungkan berbagai industri ke dalam rangkaian audiens canggih kami yang sudah kuat, para pengiklan dan agensi akan memiliki akses yang belum pernah ada sebelumnya ke audiens yang akan membantu mereka merencanakan dan mengeksekusi anggaran media dengan lebih baik."
“Through this strategic relationship with Nielsen, we are able to combine the precision of Swoop’s custom audiences with the scale and power of television,” said Scott Rines, Chief Revenue Officer for Swoop. “Healthcare marketers are now able to leverage Swoop strategic audiences, using the same Swoop audiences they have planned with, across channels and formats. Swoop can now offer a true multi-screen solution spanning the audio, digital, social, streaming and linear universe for optimal reach and frequency, and the most advantageous media mix.”
โWith the explosion of content across media channels, automotive marketers need the ability to find and reach audiences that deliver vehicle sales,โ said Scott Hedges, head of media and retail automotive sales at S&P Global Mobility. โOur strategic alignment with Nielsen integrates automotive data from S&P Global Mobility with Nielsen data allowing users to reach best-in-class Polk Audiences with precision and measure campaign delivery against those audiences.โ
"Di Epsilon, kami selalu mencari peluang untuk berkolaborasi dengan para pemimpin industri yang memiliki komitmen yang sama dengan kami dalam mengembangkan ekosistem yang terhubung, di mana data tidak hanya dapat ditindaklanjuti, tetapi juga dihormati dan dilindungi," ujar Gillian MacPherson, Wakil Presiden Produk di Epsilon. "Bersama dengan Nielsen, kami memberikan kemampuan kepada klien untuk membangun jenis audiens yang kuat yang dibutuhkan untuk menjangkau orang-orang di seluruh layar mereka, menciptakan koneksi yang bermakna dan pada akhirnya mendorong hasil yang lebih baik."
Traditional reliance on demographic data only to inform linear television media strategy may not deliver the precision and optimization necessary for today’s marketing climate. Nielsenโs planning and audience measurement products, such as Nielsen Audience Planner and Advanced Audience Posting solutions, enable consistency, efficiency and ease for the creation of advanced audiences and provides advertisers with the same level of confidence for planning data-driven linear deals as they have with traditional age and gender buys.
Tentang Nielsen
Nielsen membentuk media dan konten dunia sebagai pemimpin global dalam pengukuran audiens, data, dan analisis. Melalui pemahaman kami tentang manusia dan perilaku mereka di semua saluran dan platform, kami memberdayakan klien kami dengan kecerdasan yang independen dan dapat ditindaklanjuti sehingga mereka dapat terhubung dan terlibat dengan audiens mereka-sekarang dan di masa depan.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
Contact
Landon Oakum
Nielsen
landon.oakum@nielsen.com
