Microsoft Corp.、Adap.TV、Specific Media、Undertone、Videology 成为提供尼尔森在线观众细分--电视观看--服务的选定公司之一
New York, NY – August 7, 2012 – Nielsen, a global provider of information and insights into what consumers watch and buy, today announced its latest innovation for cross-platform advertising. Nielsen Online Audience Segments – TV Viewing links online and offline consumer behaviors by providing marketers the ability to connect with TV audiences online and more strategically align their TV and online ad campaigns.
尼尔森在线受众分类--电视观看》可满足购买方和销售方的需求。Microsoft Corp.、Adap.TV、Specific Media、Undertone 和 Videology 等公司都是该解决方案的早期采用者，并正在使用该解决方案为其客户优化广告机会，这表明了市场对该功能的需求。
"这是连接线下和线上行为的重要一步。我们使用的数据与传统电视经济中使用的数据相同，这是一个关键的差异化因素，引起了业界的共鸣。尼尔森数字业务总经理乔纳森-卡森（Jonathan Carson）表示："能够与在线消费者进行互动，例如，大学体育或家居设计节目的忠实观众，或难以通过电视媒体接触到的轻度电视观众，这对于营销人员策划广告活动是非常有价值的。"尼尔森数字业务总经理乔纳森-卡森（Jonathan Carson）说："我们很高兴有这么多优秀的合作者从一开始就使用这一解决方案。
尼尔森在线受众分类--电视观看》利用尼尔森独特的数据资产和电视知识，将人们观看电视的方式与他们的在线行为联系起来。尼尔森使用独特的、具有代表性的电视和在线样本，为基于观众而非家庭的稳健细分模型提供隐私保护。通过基于电视观众类型（包括最常观看的节目或频道、重度或轻度观众、类型和观众属性）建立细分模型，尼尔森能够为特定活动或信息建立理想的消费者群体模型。作为尼尔森在线受众细分解决方案的一部分，尼尔森还提供了根据生活方式、人口统计和消费包装商品（CPG）习惯接触在线消费者的能力。
尼尔森在线受众分类可以通过多种方式访问，包括应用编程接口（API）、直接匹配系统，或通过由eXelate提供的尼尔森数据管理平台（DMP）进行服务器到服务器的匹配。
在推出 "尼尔森在线受众分类--电视收视 "的同时，尼尔森近期还在在线广告生态系统方面取得了其他进展，包括尼尔森创新实验室（Nielsen Innovation Lab）的启动，该实验室旨在发现和开发能够提升对跨平台广告效果的理解的创意，以及尼尔森广告系列评级套件（Nielsen Campaign Ratings suite）的近期增强，该套件增加了在线广告的可视性、验证和突破功能。
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
联系人
Nielsen: Anne-Taylor Adams, 646-654-5759, annetaylor.adams@nielsen.com Julia Monti, 646-654-4412, julia.monti@nielsen.com
Adap.TV: Jeff Perlman, Brandware Public Relations, 818-598-1115, jperlman@brandwarepr.com
Specific Media: Neda Azarfar, 949-861-2045, nazarfar@specificmedia.com
Undertone: Lindsay Swanson, 212-685-8000, ext. 439, lswanson@undertone.com
Videology: Michele Skettino, 917-653-0073, Michele@videologygroup.com
eXelate: Uriah Av-Ron, +972-50-7-427-087, pr@exelate.com
口碑
Adap.TVVijay Rao, Vice President, Client Strategy: “A central challenge in the infinitely fragmented TV and digital video landscape is managing audience exposure across platforms. Nielsen’s new offering finally arms marketers with a sophisticated way to reach their audiences across TV and Video in a complementary, truly unified manner.”
Specific Media Vic Catalfamo, Vice President: “This solution not only extends the reach of advertisers’ TV spots across the largest online video audience through Specific Media’s network, offering incremental and unduplicated access to those who don’t watch much TV, but do consume online video. But also, the benefits of the integration come full circle, allowing holistic GRP-based reporting that gives the best apples-to-apples TV-Online comparisons.”
Undertone Alan Schanzer, Chief Client Officer: “In today’s fragmented media landscape, marketers seek smarter ways to integrate ad targeting and delivery across channels. That’s why the technologies that integrate across channels more seamlessly are winning and will continue to thrive. This new product effectively bridges the gap between offline and online behavior and is perfectly aligned with Undertone’s commitment to delivering meaningful cross-screen branding experiences for our marketing partners as seamlessly as possible.”
Videology Scott Ferber, Chairman and CEO: “The ability to extend planning seamlessly across television and online video is an extremely important step in the evolution of the industry. Whether this data is used to increase the impact of an existing television campaign, or to extend reach by targeting light television users who might not otherwise be exposed to a campaign, the end result is the same— breaking down the silos between consumers’ viewing experiences. Data that allows advertisers to focus on the consumer, rather than on the device, will lead to a more holistic assessment of campaign results and ultimately, to a truer assessment of ROI.”
