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.
"尼尔森受众智能高级副总裁安吉拉-吉拉尔丁（Angela Girardin）表示："今天的广告主需要获得快速、高效的洞察力，从而能够更有效地进行跨平台计划，并接触到最重要的受众。"尼尔森受众情报高级副总裁安吉拉-吉拉尔丁（Angela Girardin）表示："通过将各行各业纳入我们已经非常强大的高级受众套件，广告主和广告代理公司将获得前所未有的受众访问权限，这将帮助他们更好地规划和执行媒体投入。
“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.”
"Epsilon产品副总裁Gillian MacPherson表示："在Epsilon，我们一直在寻找与行业领导者合作的机会，这些领导者与我们一样，致力于建立一个互联的生态系统，在这个生态系统中，数据不仅是可操作的，而且是受到尊重和保护的。"与尼尔森合作，我们将使客户有能力建立所需的强大受众类型，以便通过屏幕接触人们，建立有意义的联系，并最终推动取得更好的成果。
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.
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对人们及其在所有渠道和平台上的行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
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.
联系方式
兰登-奥库姆
尼尔森
landon.oakum@nielsen.com
