Nielsen has revealed that it will undergo an integration with independent out-of-home media specialist Talon Outdoor, to enhance marketers' targeting of online and offline out-of-home advertising campaigns.
The new partnership will combine Nielsen’s Marketing Cloud solution with Talon Outdoor’s Ada platform.
Nielsen Marketing Cloud is a marketing solution created with the aim of helping brands, media firms, marketing agencies and advertising companies connect more with their customers by integrating Nielsen’s leading analytics, marketing activation, data, media planning and data management capacity into a single, unified, cloud-based platform. It provides unprecedented insight into consumer behaviour, preference, purchasing decisions and habits, which can be targeted across numerous online and offline marketing channels.
Talon’s Ada platform enables advertisers to create more effective campaigns by managing and activating billions of audience and location data points to harbour new information about people’s real and recent behaviour patterns, including where they travel, the out-of-home advertising they are already exposed to, and the actions they take after being exposed to certain advertising messages. The platform has been integral in taking OOH planning and targeting to a new level, helping firms reach their audiences in a more efficient way.
The combined capabilities of Talon and Nielsen platforms will allow firms to operate a strategy across multiple channels to better understand their audiences and create more effective and relevant brand messaging, allowing for the development of fully optimised marketing campaigns across numerous channels.
Talon Outdoor’s group strategy director, Sophie Pemberton, commented: “This collaboration is strategically important for Talon Outdoor. By working with Nielsen and their world class data and insight we are able to enhance advertising campaigns so that they are more effective, informative and engaging. It also enables us to continuously improve the Ada platform and leverage deeper insights for more out-of-home campaigns.”
Maureen Stapleton, Nielsen Marketing Cloud’s international commercial leader, said: “Brands are constantly competing for the attention of consumers, meaning that audience data and insight is now a significant part of any marketing strategy to target the right consumers, and how to do it effectively.
“Our new collaboration with Talon Outdoor is a crucial step in bringing the power of Nielsen’s online audience segmentation to other marketing channels, and we are looking forward to seeing the plethora of Nielsen's gold standard digital audiences become addressable in out-of-home media through Talon Outdoor Ada.”
