Nielsen has launched a tool called 'Advanced Audience Forecasting', to help media owners and buyers forecast linear TV viewing for advanced audience segments.
Built in partnership with audience-based TV sales specialist clypd, the new tool uses Nielsen's audience segment definitions to forecast inventory for precise targeting across all nationally measured TV networks. These segments can be based on any combination of person-level attributes, including in-store and online credit/debit transactions, psychographics and, shortly, CPG loyalty card data. In addition to supporting custom advertiser-defined segments, the tool can uncover more than 80 pre-defined audience segments curated by the Advanced Target Standards Group (ATSG) across ad verticals such as CPG, automotive, finance and telecoms. This provides insights into the total addressable inventory for these segments on all measured national TV networks.
Kelly Abcarian (pictured), SVP, Product Leadership, comments: '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. To keep up with the changing landscape, advanced tools - like this solution - are now required to accurately forecast TV audiences beyond age and gender'.
Web sites: www.nielsen.com and www.clypd.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.