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.
Atualmente, os dados da Nielsen Marketing Cloudfornecem ao ecossistema programático on-line dados de audiência de propriedade e operados por terceiros e insights sobre o comportamento, a preferência, as decisões de compra e os hábitos dos consumidores. Esses conjuntos de dados já estão disponíveis para ativação em diversos canais de marketing on-line e off-line, incluindo display, vídeo, native, áudio, TV conectada e agora estarão disponíveis para OOH. Trata-se de uma solução de marketing criada para ajudar marcas, empresas de mídia, agências de marketing e empresas de publicidade a obter mais informações sobre seus clientes, integrando os recursos de análise, ativação de marketing, dados, planejamento de mídia e gerenciamento de dados da Nielsen em uma plataforma única e unificada baseada em nuvem.
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.
Ao combinar os recursos da Talon e da Nielsen, os anunciantes agora podem identificar e ativar públicos valiosos dentro de uma estratégia omnicanal para oferecer campanhas de marketing e promoções totalmente otimizadas.
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.”
Sobre a 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.
Sobre a Talon A Talon Outdoor é uma especialista independente em mídia Out of Home e uma importante participante no setor de agências Out of Home, com foco em fornecer comunicações OOH mais inteligentes, criativas, orientadas pela tecnologia e integradas. Combinando independência com uma abordagem colaborativa, a Talon promove o trabalho aberto entre agências, clientes e parceiros de mídia. A Talon foi eleita a Melhor Empresa de Médio Porte para Trabalhar no Reino Unido pela Campaign e também foi destaque no Sunday Times Fast Track 100, como a número 1 em Melhores Empresas e nas 1000 Empresas que Inspiram a Grã-Bretanha da LSE. A Talon lida com a mídia Out of Home para várias das principais marcas de publicidade do Reino Unido por meio das agências Omnicom Media Group UK, juntamente com outras agências, incluindo AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media e Republic of Media.
