Nielsen’s 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 Nielsen’s 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.
Nielsen’s 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 Nielsen’s 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 Nielsen’s advanced audience suite, healthcare and pharmaceutical advertisers can better reach audiences across the media ecosystem.
Based on Nielsen’s 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.
"오늘날의 광고주는 여러 플랫폼에서 보다 효과적으로 계획을 세우고 가장 중요한 잠재고객에게 도달할 수 있도록 빠르고 효율적인 인사이트에 액세스해야 합니다."라고 닐슨의 오디언스 인텔리전스 수석 부사장 안젤라 지라딘(Angela Girardin)은 말합니다. "이미 강력한 고급 오디언스 제품군에 다양한 업계를 통합함으로써 광고주와 대행사는 미디어 비용을 더 잘 계획하고 집행하는 데 도움이 되는 전례 없는 오디언스에 대한 접근성을 확보할 수 있게 될 것입니다."
“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.”
“With the explosion of content across media channels, automotive marketers need the ability to find and reach audiences that deliver vehicle sales,” said Scott Hedges, head of media and retail automotive sales at S&P Global Mobility. “Our 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.”
"엡실론은 데이터가 실행 가능할 뿐만 아니라 존중되고 보호되는 연결된 생태계를 조성하려는 우리의 노력을 공유하는 업계 리더들과 협력할 기회를 항상 찾고 있습니다."라고 엡실론의 제품 담당 부사장인 Gillian MacPherson은 말합니다. "우리는 닐슨과 함께 고객에게 스크린을 통해 사람들에게 도달하고, 의미 있는 연결을 만들고, 궁극적으로 더 나은 결과를 이끌어내는 데 필요한 강력한 오디언스를 구축할 수 있는 역량을 제공하고 있습니다."
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. Nielsen’s 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.
닐슨 소개
닐슨은 오디언스 측정, 데이터 및 분석 분야의 글로벌 리더로서 전 세계 미디어와 콘텐츠를 형성하고 있습니다. 모든 채널과 플랫폼에서 사람과 사람들의 행동에 대한 이해를 바탕으로, 고객사가 현재와 미래의 잠재고객과 연결하고 소통할 수 있도록 독립적이고 실행 가능한 인텔리전스를 제공합니다.
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
랜든 오쿰
닐슨
landon.oakum@nielsen.com
