Signs on Specific Media, Undertone, Adap.tv and Videology
New York – Nov. 12, 2013 – Nielsen, a leading global provider of information and insights into what consumers watch and buy, today announced the launch of its new digital measurement service Nielsen Buyer Insights – Precision Marketing to enable the activation and measurement of online advertising campaigns based on what people buy. The solution expands on the foundational Nielsen Buyer Insights deliverable that brings ad effectiveness insights to TV advertising campaigns, launched in 2012. The Precision Marketing service is built by combining consumer online activity with actual online and offline purchase activity from anonymized, privacy-protected credit card data of the Nielsen panel.
To date, four leading digital advertising platforms have signed on to offer this insight to their clients and leverage the ability to deliver buyer segmented audiences, ranging from the category level to heavy buyers of a single merchant.
The new service will extend demographics in order to provide clients with superior insights. By including sales categories such as Retail, Travel, and Dining, as well as additional segments beyond Consumer Packaged Goods, companies will be offered heightened planning effectiveness. Sales-based segmentation will be enabled through the use of actual anonymized and aggregated credit card spend for consumers.
Nielsen Buyer Insights – Precision Marketing enables advertisers to:
“We see this as a huge step for digital precision marketing. Clients can see syndicated data exposing the reach and frequency of their ads layered with actual consumer shopping behavior,” stated Nada Bradbury, SVP Global Media Products, Nielsen. “Success can now be defined in growing the number of transactions and sales volume. The industry is eager for a tool that analyzes the effectiveness of a campaign on actual sales.”
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
Mia Scott, (646) 654.5459, [email protected]