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.
ニールセンの強化された手法は、ディスプレイ、ビデオCTV、OOH、デジタルオーディオ、ソーシャルメディアなど、さまざまなデジタルマーケティングチャネルにおけるオーディエンスをプログラマティックエコシステムに供給する。ニールセンが所有するすべてのテクノロジーとデータセットを活用することで、ブランドはテクノロジー環境の継続的な変化に迅速に対応し、新興チャネルにおいてもオムニチャネルアプローチでデータを適用できる柔軟性を確保する。
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.
プライバシーは消費者にとってますます重要になっている。アドテク業界への差し迫った変化は、多くの種類のデジタル識別子を持つ、より断片化されたエコシステムを生み出すでしょう。ニールセンの目的は、ポストクッキー時代におけるNielsen Marketing Cloudの活性化を再考することであり、デジタルエコシステム全体にわたって、デバイスと個人の両方のレベルでインジェスト、統一、活性化を可能にすることです。これとプライバシー第一のアプローチを組み合わせることで、メディア・オーナー、エージェンシー、広告主は、規模に応じたオーディエンス・ターゲティングの継続的な運用が可能になります。
“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.”
ニールセンについて
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.
