Nielsen Audience Segments
Nielsen Audience Segments provides marketers with measured consumer data to reach their desired online audiences more effectively and efficiently. We start with Nielsen's industry-leading knowledge of real-world behaviors, and then map them to digital identifiers to create verified digital audiences. The Nielsen Data Management Platform manages, segments and delivers Nielsen audience data to all digital media as well as hundreds of integrated search, social, email, website, content personalization and analytics platforms.
How We Do It
Measure Real-World Behavior
Attach Behavior to Digital Identifiers
Deliver Ad Campaigns Based on Desired Behaviors
Who Can Benefit from Our Solution?
Advertisers & Agencies
Advertisers and agencies are able to send their brand messaging to consumers based on their offline behaviors: from television advertisement viewership to quick serve restaurant eaters to car owners, we have thousands of measured data points to build audiences from.
Take advantage of your expansive reach with opportunities to refine delivery to key desired audiences.
Increase the value of your inventory by layering data segments onto campaigns to engage your advertisers’ desired audiences.
Use these Nielsen Audience Segments to reach audiences based on their real-world behaviors:
When they buy, how often they buy, how much they spend or what they're in the market to purchase.
Select consumers by category, brand and behaviors across: the following purchase verticals:
What they watch, when they watch and how often they watch. Lifestyle and life stage attributes of key consumer groups.
- TV Segments: Select viewers by genre, day-part, specific program, advertising exposure, and more.
Lifestyle and life stage attributes of key consumer groups.
- PRIZM: Shopping patterns, media preferences, socioeconomic rank and urbanization
- PSYCLE: Financial and investment behaviors
- ConneXions: Voice, video, data and technology adoption
Industry Leading Data
In addition to using our industry powering data such as Nielsen TV Ratings and Nielsen Local (formerly Scarborough), we partner with acclaimed research groups GfK, and JD Power to develop audience segments using verified data to precisely reach your intended audiences. View our data source description.
Custom Audience Builds
The granularity of our behavioral data allows you to create unique custom segments that best meet the needs of each campaign. For an additional layer of flexibility, you can provide your own offline customer files to create segments that use your own CRM profiles.
The same consumer research that goes into making television buys can now be used to inform your desktop and mobile campaigns. Bringing TV data and PRIZM segmentation online enables the alignment of campaign goals to increase exposure and extend your marketing narrative to the web.
Our data is available through an extensive list of digital alliances, allowing you to layer Nielsen Audience Segments onto all of your online display campaigns.
The goal was to increase bring-your-own-device activations by encouraging prospective customers to bring in their existing device and sign up for the $40 unlimited talk, text and data plan using the telecom provider’s national network.
A leading automotive company wanted to drive brand awareness and website conversions (configuring a car, requesting information or generating a dealer quote) by running a multi-screen campaign.