Changes To The Nielsen Marketing Cloud Solution
Adrian J Cotterill, Editor-in-Chief
Nielsen Holdings plc (NYSE: NLSN) has announced that they are making sweeping changes to their Nielsen Marketing Cloud solution to enable advertisers to activate against an omnichannel campaign strategy. Marketers want to be able to buy audiences across all channels and are asking for independent, scaled and transparent based data to target their campaigns against. Nielsen Marketing Cloud offers a powerful data management platform, analytic capabilities and rich proprietary Nielsen data sets.
Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud at Nielsen commented: “Advertising technologies are transforming fast thanks to regulatory and business changes that enshrine consumer privacy as paramount, while customers still increasingly expect brands to have a holistic understanding of their preferences. It’s therefore crucial to have a omnichannel dataset that can be activated against both traditional display and video platforms and emerging mediums such as out-of-home and CTV, while empowering the consumer and their right to privacy. Our update to digital measurement, audience activation and analytics reflects the changing landscape and brings to life our vision of a streamlined, privacy-first advertising ecosystem of the future.”
Nielsen’s enhanced methodology supplies the programmatic ecosystem with audiences across a number of different digital marketing channels including display, video CTV, OOH, digital audio and social media. It will leverage all Nielsen-owned technology and datasets to ensure brands have the flexibility to quickly adjust to the ongoing changes in the technology landscape and to apply data in an omnichannel approach, even across emerging channels.
Miles Prichard, Managing Partner, Data Management Solutions, OMD said “At OMD EMEA we are always looking for new opportunities to enable omni-channel audience insight and targeting opportunities for our clients. We believe the loss of third-party cookies provides a unique opportunity to review the fundamental principles of data-driven advertising and build something better. Nielsen offers personalisation at scale with an omni-channel delivery system. We’re excited to be able to work with Nielsen in developing future-facing solutions for our advertisers.”
Leveraging the breadth, depth and scale of Nielsen’s data, advertisers can now create a full omnichannel marketing strategy and implement a consistent audience strategy across media for brands, as opposed to running siloed strategies across channels. For example, advertisers in FMCG can leverage supermarket purchase data and activate that with audiences across CTV, radio, OOH, social and digital channels.
Sophie Pemberton, Group Strategy Director at Talon Outdoor told us “Talon’s recently launched collaboration with Nielsen brings a new level of data led targeting and cross channel activation to OOH than was ever possible before. By working together with one of the World’s leading data and measurement businesses, Talon are committed to simplifying audience targeting and generating evidence based insights so that our clients and agencies can reach the right people and ensure valuable consistency with their marketing communications. Nielsen help us to achieve this with their comprehensive cloud based solutions and their dedicated team of passionate experts.”
Miles Prichard, Managing Partner, Data Management Solutions, OMD said “At OMD EMEA we are always looking for new opportunities to enable omni-channel audience insight and targeting opportunities for our clients. We believe the loss of third-party cookies provides a unique opportunity to review the fundamental principles of data-driven advertising and build something better. Nielsen offers personalisation at scale with an omni-channel delivery system. We’re excited to be able to work with Nielsen in developing future-facing solutions for our advertisers.”
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
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