通过将收听受众与消费类电子产品、零售、汽车和其他垂直行业的购买数据联系起来，广播正在转变为最有针对性的大众传媒之一
New York, NY – June 14, 2017 – Nielsen (NYSE: NLSN) today announced that Westwood One, America’s largest radio network, has selected Nielsen Marketing Cloud and its advanced data management platform (Nielsen DMP) to launch the first-ever audio DMP. This ushers in an era of highly specific radio audience targeting. Advertisers can now make sharper buying decisions across Westwood One’s over-the-air radio and streaming audio channels, which reach almost a quarter of a billion listeners weekly across all U.S. media markets.
Nielsen Marketing CloudWestwood One 独有的消费者洞察能力使其能够轻松地为广告客户提供详细报告，根据潜在客户的人口统计、性格、电视收视习惯、数字行为、信用卡消费和特定产品购买情况，对其所有网络电台阵容、主要节目（NFL 和 NCAA）和广播格式（如 "另类摇滚"、"主流乡村 "或 "新闻/谈话"）进行索引。
"Cumulus Media 企业营销执行副总裁、Westwood One 总裁 Suzanne Grimes 说："对于我们的广告客户来说，基于购买的营销现在已成为期待已久的现实，而对于 Westwood One 来说，这也是一个值得骄傲的先发优势。"广播现在不仅能提供特定的受众，还能提供媒体中最大的覆盖范围。我们正在利用尼尔森的大数据能力，使我们的广告商能够在我们提供的每种广播格式中以极高的准确度识别并接触到他们的最佳客户。
Nielsen Marketing Cloud 将 Westwood One 的广播格式与真实的离线购买数据连接起来。尼尔森 DMP 通过将 Westwood One 通过尼尔森便携式人员流量计 (PPM) 采集的受众数据和 Westwood One 专有的流媒体音频数据与尼尔森的其他大量数据资产进行实时连接来实现这一目标。其中包括尼尔森Catalina解决方案的消费包装商品（CPG）购买数据，这是美国最大的UPC级销售数据源，涵盖121,000个品牌和1.84亿个人。它还包括尼尔森买家洞察（Nielsen Buyer Insights）的购买数据，涵盖美国 1.25 亿信用卡持卡人的 12 亿美元消费支出。
“Never before have radio audiences been linked to such a rich source of actual purchase data across industries—something Nielsen is uniquely equipped to do,” said Damian Garbaccio, EVP, Commercial – Nielsen Marketing Cloud. “The Nielsen DMP has the data, analytics and reporting advertisers need to understand and act on incredibly deep consumer insights. This enables Westwood One to better demonstrate just how important its audience is and to win more advertising dollars in a very competitive cross-media marketing environment.”
Nielsen Marketing Cloud 通过将尼尔森世界一流的受众数据、媒体策划、营销活动、分析和数据管理平台功能整合到一个完全集成的平台中，使品牌、代理商和媒体公司能够更深入地与客户建立联系。
尼尔森致力于保护消费者隐私，让消费者了解他们的数据是如何被使用的，并提供通过内容提供商网站上的设置随时退出定向广告的功能。
关于尼尔森
Nielsen Holdings plc (NYSE:NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
关于 Westwood One
Westwood One 随时随地为听众提供音频产品。我们是音频公司、广告商和听众之间值得信赖的纽带，每周通过美国 90 个媒体市场的 447 家自有和运营电台、8200 多家广播电台附属公司和众多数字频道向 2.45 亿听众提供服务。我们的产品组合包括人们喜爱的独家品牌，如 NFL、NASH 等。作为 Cumulus 面向全国的分支机构，我们代表的不仅仅是一个广播网络；我们还是体育、音乐、新闻、口语和数字内容的多平台提供商。
联系方式
Brett House, Vice President, Marketing – Nielsen Marketing Cloudbrett.house@nielsen.com
Gorki Delossantos, Communications – U.S. Mediagorki.delossantos@nielsen.com
