GWI 和尼尔森为代理商和广告商带来先进的受众分析技术

尼尔森 GWI Fusion 将两家公司的丰富数据进行配对，以实现更精确的媒体规划

随着对深入受众洞察的需求不断增长，行业领导者 GWI 和尼尔森宣布推出尼尔森 GWI Fusion，使客户能够发现更全面的洞察，提高覆盖率和参与度，并释放成千上万的高级受众。 

有了尼尔森 GWI Fusion，现在就可以对多种媒体类型的方案进行比较并优化媒体计划，从而做出更明智的跨媒体决策，并前所未有地了解美国电视观众。

By overlapping Nielsen’s currency-grade National TV measurement with GWI USA, media buyers are given a detailed view of today’s diverse consumers with more than 250m people represented – how they think, feel and behave – that goes beyond demographics. Users will benefit from a deeper level of analysis to craft impactful advertising and marketing strategies, from deciding on the most impactful combination of media to reach their audience to showcasing the benefits of media efforts.

通过整合 GWI USA 每年 8 万的全国受访者样本，用户能够根据目标受众的媒体行为对其进行分析，并获得受众的跨媒体排名。用户还可以应用 GWI 细分来评估花费时间、重复率、到达率和频率等变量。此外，为了更全面地了解媒体状况，用户还可以在数据驱动的线性媒体中利用相同的受众。这一功能预计将来也可用于Nielsen ONE 跨平台测量服务。

“The industry has shown increasing demand for more advanced audience insights that connect key targets to their media consumption across platforms,” said Angela Girardin, SVP of Audience Intelligence at Nielsen. “The Nielsen GWI Fusion empowers users with rich audience data and insights that will enable them to effectively plan, transact and measure across platforms against the audiences that matter most.”

Tom Smith, CEO at GWI, said: “The combination of Nielsen’s unrivalled view of the media landscape, and GWIs deep consumer insights, provides a far more advanced picture of target audiences and how they engage with media. This means more precise planning and measurement and better audience engagement – something we know really matters to our combined customers.”

这些数据集将提供给包括阳狮集团在内的所有代理商和广告商，阳狮集团与 GWI 和尼尔森密切合作，不断改进产品，使数据集能够更准确地反映美国消费者群体。 

"阳狮媒体研究部执行副总裁海伦-卡茨（Helen Katz）表示："我们很高兴尼尔森和 GWI 能够携手扩大和改进数据集，帮助广告主更好地触及不同的消费者群体。"我们期待利用这一新的融合数据集，并将其纳入我们现有的工具和平台，以进一步加强我们对受众的规划、购买和优化。

关于尼尔森

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com 并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。

关于 GWI

GWI is modernized consumer research – global, on-demand, and accessible to everyone, not just data experts. It’s a platform designed for companies that want fresh and insightful data about their consumers. Values, purchase journeys, media usage, social media habits – we cover it all. With data from nearly 3 billion people across 50+ countries, GWI has become the go-to for agencies, brands and media companies that want to know what really drives their audience to action. For more, visit www.gwi.com.

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