NEW YORK, July 18, 2018 /PRNewswire/ -- Nielsen today
announced that its premium audience segments will be available on
Snapchat's ad buying platform. This integration will allow
advertisers and agencies to buy inventory on Snapchat using
Nielsen-branded audience segments through the Nielsen Marketing
Cloud.
The offering will allow clients access to audience data across
more than 30,000 segments including Nielsen Buyer Insights and
Nielsen Catalina Solutions, which are based on offline purchase
data. Advertisers and marketers can now create and connect with
personalized audience segments using consumer characteristics,
including demographics, buying behavior and mobile behavior.
Snapchat's integration will additionally allow Nielsen Marketing
Cloud Data Management Platform (DMP) clients to take advantage of
their first-party data segments and target them directly on
Snapchat's platform.
Snapchat's use of Nielsen Data as a Service (DaaS) audience
segments is the latest expansion of Snapchat's collaboration with
Nielsen. Snapchat currently uses Nielsen measurement solutions
across Reach, Resonance, and Reaction KPIs and will now have the
ability to align activation segments with ROI measurement solutions
such as Nielsen Buyer Insights and Nielsen Catalina Solutions Sales
Effect studies. The collaboration between the two companies dates
back to 2014 with Snapchat's adoption of Nielsen Digital Ad
Ratings. In addition to offering third-party data from the Nielsen
Marketing Cloud, Snapchat allows buyers and sellers to use Nielsen
audience segments to continue demonstrating the sales lift from
campaigns running through Snapchat across categories including
fast-moving consumer goods (FMCG), retail, auto, finance, travel
and technology.
"Discovering the audiences that drive engagement and offline
sales has never been more critical for marketers, and we're excited
to continue our work with Snapchat across both our premium audience
segments and measurement solutions," said Jessica Hogue, SVP of Digital Solutions at
Nielsen. "This integration with Snapchat will allow partners to
plan, activate and analyze marketing initiatives by accessing the
highest quality audience data in the market underpinned by
Nielsen."
ABOUT NIELSEN
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. Our approach marries proprietary Nielsen data with other
data sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge. For more than 90 years Nielsen has provided data and
analytics based on scientific rigor and innovation, continually
developing new ways to answer the most important questions facing
the media, advertising, retail and fast-moving consumer goods
industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world's population.
For more information, visit www.nielsen.com.
CONTACT
Press: Leslie
Pitterson; 917-562-0715
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SOURCE Nielsen