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 CloudI dati di OOH forniscono attualmente all'ecosistema del programmatic online dati sull'audience di proprietà e gestiti e informazioni sul comportamento, le preferenze, le decisioni di acquisto e le abitudini dei consumatori. Questi set di dati sono già disponibili per l'attivazione su diversi canali di marketing online e offline, tra cui display, video, native, audio, connected TV e ora saranno disponibili anche per l'OOH. Si tratta di una soluzione di marketing creata per aiutare i marchi, le società di media, le agenzie di marketing e le aziende pubblicitarie a ottenere maggiori informazioni sui loro clienti, integrando le capacità di analisi, attivazione del marketing, dati, pianificazione dei media e gestione dei dati di Nielsen in un'unica piattaforma unificata basata su cloud.
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.
Combinando le capacità di Talon e Nielsen, gli inserzionisti possono ora identificare e attivare pubblici di valore all'interno di una strategia omnichannel per offrire campagne di marketing e promozioni completamente ottimizzate.
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.”
Informazioni su 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.
Informazioni su Talon Talon Outdoor è uno specialista indipendente dei media Out of Home e un attore importante nel settore delle agenzie Out of Home, con l'obiettivo di fornire comunicazioni OOH più intelligenti, creative, tecnologiche e integrate. Combinando l'indipendenza con un approccio collaborativo, Talon promuove un lavoro aperto tra agenzie, clienti e media partner. Talon ha ottenuto il titolo di Campaign Best Places Number 1 Medium sized UK Company to Work For ed è stata anche inserita nel Sunday Times Fast Track 100, come No. 1 in Best Companies e nella LSE's 1000 Companies to Inspire Britain. Talon gestisce i media Out of Home per molti dei principali marchi pubblicitari del Regno Unito attraverso le agenzie di Omnicom Media Group UK e altre agenzie tra cui AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media e Republic of Media.
