尼尔森媒体影响力在 25 个 LPM DMA 中实现高级受众购买和优化
New York, NY, Aug. 7, 2018 — Today, Nielsen (NYSE: NLSN) announced the launch of Local Nielsen Media Impact, a solution that makes local media planning and cross-channel optimization streamlined and efficient across local TV and radio. Nielsen Media Impact is a powerful planning system that allows users to understand cross-media reach, frequency and duplication on a local scale using advanced audience segments from Nielsen Scarborough. In addition, this new offering enables advertisers, agencies, and media owners to reach their desired audience in the 25 U.S. Local People Meter (LPM) Designated Market Areas (DMAs).
本地尼尔森媒体影响力采用受访者级别的数据，可分别对本地电视和广播以及电视和广播进行深入的跨平台分析。结合尼尔森斯卡伯勒本地消费者洞察，这些电视、广播和斯卡伯勒的组合提供了个人层面的跨媒体优化，并实现了细粒度的高级受众细分。
“On the agency side, Local Nielsen Media Impact helps us to understand the local media landscape and determine the best properties and combinations of media channels, driving unique reach for our media plan,” said Kyle Allen, Partner / Media & Research Director, The Company. “This solution will help us optimize our planned budget and to cost effectively deliver against our objectives.”
"尼尔森产品领导力副总裁杰伊-尼尔森（Jay Nielsen）表示："尼尔森本地媒体影响力（Local Nielsen Media Impact）为业界提供了一个独特的视角，使我们能够就何时何地通过本地内容和广告吸引受众做出有效决策。"尼尔森产品领导力副总裁杰伊-尼尔森（Jay Nielsen）表示："与客户在全国范围内广泛采用的解决方案类似，这一本地解决方案可以让客户获得关于媒体分配和日程优化的新见解，从而更好地覆盖跨平台受众。
“On the radio side, Local Nielsen Media Impact offers empirical data supporting radio’s ability to amplify and complement TV campaigns,” said Bob McCurdy, Beasley Media Group. “This is the first time radio is included in this type of multi-channel media mix that enables users to derive cross media insights with currency grade accuracy. Nielsen Scarborough data within the NMI solution allows us to assess campaign scenarios against consumer insights.”
随着基于受众的广告在各个平台上的发展，尼尔森正在利用斯卡伯勒（Scarborough）的独特力量，提供真实的本地市场数据，该数据提供了基本人口统计之外的受众细分，包括行为、态度和跨平台媒体行为属性。为了提高媒体购买的投资回报率，同时简化规划流程，尼尔森本地媒体影响力是一项重要工具，用于了解如何通过电视和广播以及未来更多的媒体类型在本地层面接触和激活基于受众的购买。
关于尼尔森
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. 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. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
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Dawn Rowan: Dawn.Rowan@nielsen.com, 646-654-8641
