Adrian J Cotterill, Editor-in-Chief
Today Nielsen (NYSE: NLSN) announces an integration with Adsquare, enabling European marketers to intelligently target audiences for out-of-home media buying.
Maria Botelho, Director of Global Data Partnerships at Adsquare told us “Adsquare’s pre-bid integrations with DSPs allow for real-time programmatic activation of DOOH campaigns. Countries currently live in Europe include the U.K., Germany, France, Italy & Spain. We’re excited to offer Nielsen data and enable efficient marketing spend in the OOH space. OOH operators and advertisers are demanding effortless solutions to deliver results at scale and qualitative data they can rely on”.
Nielsen Marketing Cloud’s data currently supplies the online programmatic ecosystem with premium owned and operated audience data and insight into consumer behaviour, preference, purchasing decisions and habits. These data sets are already available for activation across a number of different online and offline marketing channels including display, video, native, audio, connected TV and will now be available for OOH. It is a marketing solution created to help brands, media companies, marketing agencies, and advertising firms to gain more insight into their customers by integrating Nielsen’s analytics, marketing activation, data, media planning, and data management capabilities into a single, unified cloud-based platform.
Adsquare makes Nielsen data actionable through its Out-of-Home Planner, a solution that is solving the challenges of OOH advertising by combining the strengths of all Adsquare products in one single platform. Adsquare’s out-of-home solutions allow advertisers to easily combine spatial data, audience data and movement data for improved campaign planning, programmatic DOOH activation, multi-device retargeting, measurement and insights. To be more precise, Adsquare is combining spatial data, audience data and movement data and is able to score any operators’ OOH poster panels against any chosen custom audience segment.
Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud said “Nielsen and Adsquare strategies align perfectly. We both aim at providing clients with the highest level of consumer intelligence and helping them optimise their advertising investments across all the touchpoints on the consumer journey”.
What makes Nielsen’s rich audience data unique is the breadth and depth of categories within the marketplace, highlights of which include proprietary FMCG data sourced from Nielsen panelists, credit card transaction data sourced from Visa, Amex & Mastercard, psychographic data through the Nielsen VisualDNA quiz and an extensive amount of intent and interest data sourced from Nielsen’s publisher network.
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