Nielsen Taps Scarborough Data for New Segments

Nielsen has announced the addition of more than 200 new advanced audience segments, available in its cross-media planning and measurement solution Nielsen ONE. The offering makes use of the national consumer dataset of its consumer insights solutions arm, Scarborough.

The new segments cover ad categories such as automotive, retail, lifestyle, political and media habits - the last with groups including consumers of local news, heavy radio listeners and heavy social media users. Nielsen says the launch furthers its aim of creating a marketing intelligence platform giving clients 'everything they need to understand their audience in one place' - allowing for streamlining of processes and optimization of marketing mix and spend - and that 'hundreds' more advanced segments will be added in the coming months.

Ellie Pryor (pictured), the company's VP Global Audiences & Identity, comments: 'For decades, Scarborough has been the gold standard for deep consumer and market insights. We've combined its trusted consumer data with Nielsen ONE to meet the demands of a modern, outcomes-driven industry. This integration gives marketers the specific insights they need to reach the right people and accurately measure their campaign's success,'

Web site: www.nielsen.com .