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Last month Nielsen unveiled its latest tool designed to help marketers best determine where their TV audience will be when their messages are meant to reach them. The service named Advanced Audience Forecasting will thus give clients forecasts of TV audiences „defined by advanced audience segments“, which have been gaining traction in the marketplace.
„By leveraging Nielsen’s advanced audience segment definitions, media owners and marketers alike will now have the ability to accurately and more directly forecast inventory for a precise target across all nationally measured television networks. These audience segments can be defined based on any unique combination of persons-level attributes, including in-store and online credit/debit transactions (e.g., big box store shoppers), psychographics (e.g., pet owners), and shortly consumer product goods (CPG) loyalty card data (e.g., laundry detergent buyers),“ Nielsen explained.
The new tool, built in collaboration with clypd, is intended to „accelerate the industry’s evolution towards audience-based buying on TV by providing more consistency and transparency.“
In addition to supporting custom advertiser-defined segments, the tool will surface more than 80 pre-defined audience segments curated by the Advanced Targeting Standards Group (ATSG) across key advertising verticals (including CPG, Automotive, Finance, and Telecom), providing preliminary insights into the total addressable inventory for these segments on all measured national TV networks.
“Discovery is committed to providing clients with complete transparency so it’s imperative that we have access to reliable tools that not only guarantee on advanced audiences, but provide full visibility. With Nielsen’s new solution we will accomplish that in a more timely manner which is critical in today’s competitive marketplace,” said Keith Kazerman, Group SVP, Client Solutions, Discovery.
Nielsen added they will also provide representative persons-level measurement for these advanced segments throughout the 2018 television season.
„The way marketers and media companies use data to plan, target, transact and measure advertising is evolving. In today’s world of growing content options across devices and platforms, reaching the consumers that matter most—be it first time car buyers or home improvement enthusiasts—is critical for both TV networks and advertisers,” said Kelly Abcarian, SVP, Product Leadership, Nielsen. “To keep up with the changing landscape, advanced tools—like this solution—are now required to accurately forecast TV audiences beyond age and gender.”