March 22 2019
In Australia, Nielsen has partnered with geospatial expert RDA Research to launch a solution called GeoCMV Explorer, which promises to help clients create stronger responses to advertising briefs based on rich audience profiles.
Nielsen MD Media & Sports Monique Perry says the new solution heat maps clients’ target audiences to pinpoint key prospects; while identifying the best media type by location to reach them. This is achieved by integrating RDA’s location planning tool into Nielsen’s target audience profiles: maps are used to highlight consumer behaviour, media consumption and intention to purchase, and incorporate 2,400 demographic, socioeconomic, attitudinal and segmentation variables from Nielsen Consumer & Media View.
RDA Research Technical Director Robert Dommett adds: ‘This partnership with Nielsen has created a unique fusion of broad and trusted audience profiling data with powerful, cloud-based geoanalytics – opening up a whole new dimension for media and retail planning. With this unique solution, clients can also import their own data for use in campaign planning and export target audience selections to third-party platforms’.
Five years ago, Nielsen integrated RDA Research’s geoTribes segmentation tool into its Consumer and Media Insights (CMI) service, to provide a 360 degree view of the New Zealand consumer.
Article source: Mrweb