"Regardless of whether a media channel is addressable or not, it's still reaching strategic and high-value audiences. So, understanding how these different media buys interact with each other [helps buyers] make better investment decisions."
"Scarborough audience segments are based on annual surveys conducted with more than 300,000 US adults. The surveys collect demographic info, consumer preferences, purchase behavior, life stage and other data, which help create advanced audience segments across verticals, including food, beverage, travel, retail, automotive and politics."
Nielsen expanded its Nielsen ONE cross-platform analytics dashboard by adding over 200 advanced audience segments sourced from Scarborough, its consumer insights division. These segments derive from annual surveys of 300,000+ US adults and capture demographic information, consumer preferences, purchase behavior, and life stage data across verticals including food, beverage, travel, retail, automotive, and politics. The segments are currently available for planning and measurement, with activation capabilities launching in Q2. Nielsen aims to eventually offer approximately 1,000 Scarborough-based segments for activation. These insights help advertisers plan campaigns that reach desired audiences on linear TV and other channels, enabling better investment decisions by showing how different media buys interact with each other.
#audience-targeting #tv-advertising #nielsen-analytics #consumer-insights #cross-platform-measurement
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]