Bulzī Embeds Nielsen Segmentation In Ad Network
Gail Chiasson, North American Editor
Bulzī Media, Newport Beach, California-based digital media company that built what it claims is the world’s first targeted ad network for the digital signage industry, has signed a commercial agreement with Nielsen to embed its Nielsen PRIZM consumer lifestyle segmentation system into the Bulzī technology platform.
PRIZM combines household and geo-demographic data to provide advertisers with the ability to target their messages to their desired audience across all marketing campaigns and channels. PRIZM captures evolving American household dynamics within a comprehensive structure of 66 segments that combine 14 social groups and 11 lifestyle groups.
Advertisers and agencies can now activate these segmentation-targeted ad campaigns directly onto Bulzī’s digital signage ad network. Bulzī’s targeted ad network combines the enormous reach of the out-of-home advertising market with micro-targeting and real-time ad delivery to specific audiences – a trend known as ‘addressable advertising’. By bringing addressable advertising to the out-of-home advertising channel, Bulzī enables online-like ad targeting in brick-and-mortar environments.
Already one of the fastest growing media channels, digital signage can now deliver the additional advantages of targeting and addressability to advertisers. The company’s LOCALīz platform leverages billions of anonymized mobile phone location records every day of small groups exposed to each ad on each digital sign. These micro-audience ‘small group profiles’ are generated based on non-personally identifiable information, and then scored against ad campaign requirements in real-time by Bulzī’s ad platform. When a match is found, Bulzī delivers the right message to the right micro-audience, at the right place and time.
Bulzī management says that this audience scoring and ad delivery platform gives advertisers a substantial improvement in their ability to reach their targeted audiences efficiently and at scale in a medium with proven effectiveness.
“Many of the industry’s largest companies use PRIZM to develop marketing and advertising campaigns,” says Brent McKay, Bulzī’s CEO and co-founder. “We are very excited to enable direct activation of PRIZM ad campaigns in the out of home industry for the first time in history.”
Bulzī’s ad network successfully completed field trials with top digital signage network operators during 2011 and is now in production rollout. The company plans to expand its affiliate network to include over 400,000 out-of-home screens nationwide by the end of 2012, reaching over 100 million unique monthly visitors.
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