This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

Thursday, 23 October 2014

Nielsen teams with Microsoft to scrutinise online audience segments

US — Nielsen is partnering with Microsoft to help advertisers reach TV audiences online using its new Nielsen Online Audience Segments – TV’.

Agencies and advertisers will be able to plan and manage their TV and online ad campaigns together using Nielsen data, the company said.

Under the terms of the deal Microsoft will receive anonymised audience segments enabling advertisers to target people who have watched certain types of TV programming. Other segments might be based on lifestyle, demographic or CPG purchase data, or the amount of time spent watching television.

The online audience segments will not include personal data and Nielsen is working with specialists MediaMath to build online audience segments using “lookalike” modelling based on Nielsen’s TV and internet panels.

“Being able to interact with consumers online who are, for example, heavy viewers of college sports or home design programming, or light television viewers who are difficult to reach through that medium, can prove invaluable to marketers as they’re planning their advertising campaigns,” said Jonathan Carson (pictured), general manager of digital for Nielsen.

Other partners involved are Specific Media, Undertone, Videology and Adap.

 

Follow us on
Follow us on Twitter

Readers' comments (1)

  • This will help many shows with tech savvy audiences. Young viewers are not the type to have "scheduled" viewing times for their favorite shows but are still just as important for an advertising audience as any other.

    Unsuitable or offensive? Report this comment

Have your say

Please add your comment. You can include links, but HTML is not permitted.
Your email address will not be displayed on the site. All comments are moderated.

Mandatory
Mandatory
Mandatory
Mandatory

Related images