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的数据目前为在线程序化生态系统提供优质的自有和运营的受众数据，以及对消费者行为、偏好、购买决策和习惯的洞察。这些数据集已经可用于许多不同的在线和离线营销渠道，包括展示、视频、原生、音频、联网电视，现在将可用于户外广告。它是一种营销解决方案，旨在帮助品牌、媒体公司、营销机构和广告公司通过将尼尔森的分析、营销激活、数据、媒体规划和数据管理能力整合到一个单一的、统一的基于云的平台中，更深入地了解他们的客户。

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.”