Nielsen and Adsquare Extend Data Alliance to Australia

Nielsen and mobile audience data and targeting specialist Adsquare have expanded their data partnership to Australia, combining consumer data with location-based targeting capabilities so clients can reach 'hyper-relevant audiences at the right mobile moments'.

Last October, Nielsen announced an integration with Adsquare to enable European marketers to target audiences for out-of-home media buying. With the latest extension, Adsquare will make Nielsen data actionable through its self-service Audience Management Platform (AMP). This data covers the media habits, attitudes, psychographics, lifestyle and purchase intention of Australian audiences, sourced through the Nielsen Consumer & Media View survey, as well as behavioural intent and interest data from Nielsen's publisher network.

By using Adsquare's 'visit and places data' combined with Nielsen's intent and preference data, clients can create geo-behavioural audience segments, available on Adsquare's AMP as Place Visits. By attributing past visits to 2D polygons of buildings, the firms say that advertisers can better reach audiences with a specific brand affinity or intent to purchase. For example, auto brands could bolster their media campaigns by targeting potential SUV buyers who have visited competing car dealerships.

Jonathan Betts, Nielsen's Executive Director, Commercial Growth and Product Strategy, comments: 'This partnership creates a unique opportunity for marketers looking to combine premium, unique consumer data with location-based targeting capabilities, providing clients with the highest level of consumer intelligence and helping them optimise their advertising investments'.

Web sites: www.nielsen.com and www.adsquare.com .