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尼尔森与 Talon Outdoor 携手开展数据驱动型户外广告活动

3 分钟阅读 | 2020 年 8 月

London, 19th  August: Nielsen today announces an integration with Talon Outdoor, which enables marketers to intelligently target audiences across both online and Out of Home (OOH) by combining its Nielsen Marketing Cloud solution with Talon’s proprietary data management platform Ada.  

Nielsen Marketing Cloud’s data currently supplies the online programmatic ecosystem with premium owned and operated audience data and insight into consumer behaviour, preference, purchasing decisions and habits. These data sets are already available for activation across a number of different online and offline marketing channels including display, video, native, audio, connected TV and will now be available for OOH. It is a marketing solution created to help brands, media companies, marketing agencies, and advertising firms to gain more insight into their customers by integrating Nielsen’s analytics, marketing activation, data, media planning, and data management capabilities into a single, unified cloud-based platform.

Talon is an industry leader in OOH media, with a focus on delivering creative, technology-led and integrated communications. Its proprietary data management platform, Ada,  aims to push the boundaries of data-driven OOH audience targeting and campaign measurement, enabling advertisers to create more effective campaigns. The specialist platform manages and activates billions of audience and location data points to create new intelligence about people’s real and recent behaviours, such as how they travel, the OOH advertising inventory they see, and the actions they take after exposure to brand messages. 

By combining Talon and Nielsen capabilities, advertisers can now identify and activate valuable audiences within an omnichannel strategy to deliver fully optimised marketing campaigns and promotions. 

Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud said: “Brands are constantly competing for the attention of consumers, meaning that audience data and insight is now a significant part of any marketing strategy to target the right consumers, and how to do it effectively. Our new collaboration with Talon Outdoor is a crucial step in bringing the power of Nielsen’s online audience segmentation to other marketing channels, and we are looking forward to seeing the plethora of Nielsen’s gold standard digital audiences become addressable in OOH media through Ada.”

Sophie Pemberton, Group Strategy Director at Talon Outdoor, said: “This collaboration is strategically important for Talon Outdoor. By working with Nielsen and their world class data and insight we are able to enhance advertising campaigns so that they are more effective, informative and engaging. It also enables us to continuously improve the Ada platform and leverage deeper insights for more OOH campaigns.”

关于尼尔森

尼尔森控股公司(纽约证券交易所股票代码:NLSN)是一家全球性的测量和数据分析公司,为全球消费者和市场提供最全面、最可靠的信息。尼尔森分为两个业务部门。尼尔森全球媒体(Nielsen Global Media)为媒体和广告行业提供公正、可靠的衡量指标,从而建立市场运作所需的行业共识。尼尔森全球联接(Nielsen Global Connect)为消费品包装制造商和零售商提供准确、可操作的信息和洞察力,以及复杂多变的市场全貌,这是公司创新和发展所必需的。 我们的方法是将尼尔森的专有数据与其他数据源相结合,帮助全球客户了解现在正在发生什么、接下来会发生什么,以及如何根据这些知识采取最佳行动。

尼尔森是标准普尔500强企业之一,业务遍及90多个国家,覆盖全球90%以上的人口。欲了解更多信息,请访问 www.nielsen.com。

About Talon Talon Outdoor is an independent Out of Home media specialist and a significant player in the Out of Home agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open working between agencies, clients, and media partners. Talon has achieved the Campaign Best Places Number 1 Medium sized UK Company to Work For and has also featured in the Sunday Times Fast Track 100, as No. 1 in Best Companies and in LSE’s 1000 Companies to Inspire Britain. Talon handles the Out of Home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies, along with other agencies including AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.

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