NEW YORK, July 24, 2019 /PRNewswire/ -- Nielsen (NYSE:
NLSN) today announced that Horizon Media is subscribing to Nielsen
Advanced Audience, an innovative suite of technology solutions that
unifies the planning, activation and measurement of audiences
beyond age and gender (e.g., new parent or first-time car buyer). A
long-time Nielsen client, Horizon Media will now have a seamless
process to execute advanced audience-based buys, solving the
complexities of data and workflow that come up as a result of
leveraging advanced audience data sets. As the first agency to
subscribe to Nielsen Advanced Audience, Horizon Media is
demonstrating its role as an innovator in the audience-based
marketplace, delivering value to its clients.
"For many years we have been believers of the importance of
advanced audiences and have heavily invested time and resources to
provide our clients a more holistic view of their total consumers,"
said Michele Donati, Senior Vice
President, Managing Director of WHERE, Horizon Media. "This
agreement is an evolution of our commitment to advertiser-defined
audiences and we are excited to work with Nielsen to unlock the
full potential and value that advanced audiences have to
offer."
With Nielsen Advanced Audience, Horizon Media benefits from an
integrated approach to forecasting and posting on advanced
segments, which enables better campaign planning, improved TV
targeting and more efficient delivery of advanced audience
guarantees. In the pre-planning stage of ad buying, Nielsen's
Advanced Audience Forecasting solution provides Horizon Media the
ability to understand the impressions available for any advanced
audience segment in relation to key age/gender buying demos,
looking forward four calendar quarters, across all national TV
networks. With the Nielsen Advanced Audience Posting Solution,
Horizon Media can now understand National TV commercial impressions
and unique reach for any advanced target across a national ad
schedule or telecast list. Horizon Media also receives advanced
target Universe Estimates, which is a foundational part of any
advanced audience transaction.
"As an innovative leader in the audience-based planning and
buying ecosystem, we are honored to have Horizon Media as the first
agency client to subscribe to the Nielsen Advanced Audience suite,"
said Kelly Abcarian, General
Manager, Nielsen Advanced Video Advertising. "Horizon Media is
leveraging the power of our solution to reaffirm its commitment and
leadership in this space to transact on advertiser-defined
audiences in a frictionless and reliable way to plan, negotiate and
reconcile linear TV buys in the same way they use Nielsen data for
age and gender today."
In today's competitive media landscape, advertisers are
demanding more accountability for their advertising spend. As a
result, there is an increased commitment across linear TV buys
to the number of guarantees being made using advertiser-defined
audiences. Nielsen Advanced Audience provides much needed industry
consistency and transparency to the marketplace on advanced TV
segments so that advertisers ultimately get the campaign ROI they
are looking to truly drive bottom line results.
"We have a history of using advanced audience segments during
the planning process, however, the value of these data-defined
audiences are even greater when they are used for activation and
post campaign measurement," said Samantha
Rose, Senior Vice President of Video Investment, Horizon
Media. "The innovative nature of Nielsen Advanced
Audience enables us to breakdown existing silos and create a
seamless workflow which will allow us to stay ahead of the curve as
the industry moves towards transacting on segments beyond age and
gender."
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.
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SOURCE Nielsen