Catalina Launches Multi-Channel Targeting Solution

Point-of-sale data giant Catalina Marketing Corporation has announced the launch of BuyerVision, a new purchase-based targeting solution for CPG advertisers.

The service promises to 'dramatically improve the efficiency of digital media' by identifying high potential buyer audiences for specific product types, based on in-store purchasing, and engaging them 'wherever they are online'. Catalina says online advertising powered by purchase-based targeting has been proven to work with statistics suggesting an impressive sales lift as a result.

Chris Henger, EVP of Digital Solutions says his firm provides 'the only multi-channel solution able to reach the same audiences with online advertising integrated with an in-store campaign to maximize volume, drive trial or reinforce loyalty' and adds: 'This creates a true surround sound consumer messaging opportunity for a brand to direct to its most valuable set of buyers.'

BuyerVision leverages targeting and measurement capabilities from the firm's JV, Nielsen Catalina Solutions. Target audiences are defined using aggregated purchase history data, off-line data is matched with web cookies to address the same audience online with banners and videos as they browse. Catalina says users can then determine ROI by monitoring in-store take-up.

Catalina, which boasts the world's largest, transaction-level, shopper-data warehouse, is based in St. Petersburg, Florida, with operations in the US, Europe and Japan, and is online at www.catalinamarketing.com .