Snapchat and Nielsen Partner to Integrate Offline Data For Audience Targeting
Some say it could help CPG brands
AdWeek—July 19, 2018—Snapchat and Nielsen are adding deeper audience targeting capabilities, such as offline purchasing data, that could help Snapchat better compete with the likes of Facebook and Google.
According to Nielsen, media buyers will have access to 30,000 audience segments on Snapchat—including demographics, buyer insights and mobile behavior—through products such as NCS and Nielsen’s Marketing Cloud.
Nielsen Snaps Up Another Digital Audience Segmentation Customer, Snapchat
MediaPost—July 18, 2018—Nielsen this morning announced a deal to license its “premium audience segments” data to Snapchat. The audience segmentation method, which will be available through Snapchat’s ad buying platform, will enable advertisers and agencies to plan and buy inventory based on Nielsen-branded audience segments, which for many are the industry standard.
Snapchat Integrates Nielsen Premium Audience Segments
Solution Provides Marketers with Customized Audience Segments to Maximize ROI
New York, NY—July 18, 2018—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 NCS, 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.
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Snapchat Beefs Up Targeting in Deal with Nielsen
AdAge—July 18, 2018—Snapchat and Nielsen, doubling down on their partnership, are now offering marketers the ability to make targeted ad buys based on offline data, in similar fashion to other popular social media platforms.
A marketer can use Nielsen audience data, for instance, to target someone on Snapchat who purchased lipstick at a retail store offline. The offering provides some 30,000 segments and includes Nielsen Buyer Insights and NCS, which are primarily based on offline loyalty card and credit card data.
NCS Announces Cross-Screen Sales Measurement for TV and Video Advertising
AMC, FOX and Hulu first media companies to adopt new device and platform agnostic solution
NEW YORK– June 18, 2018 – NCS, the company that improves advertising performance for the CPG ecosystem, today announced a new cross-screen solution that measures the in-store sales driven by any advertising delivered across today’s multidimensional TV and video landscape. This highly anticipated service for the CPG industry provides the first holistic and device agnostic view of how TV and/or video advertising is performing, on any screen or service.
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NCS Introduces Targeting Playbook for CPG Brands
Brand Growth Consortium Completes Research Project Aimed at Understanding How to Target Advertising for Better Returns
NEW YORK–June 13, 2018–NCS, the company that improves advertising performance for the CPG ecosystem, today announced a new playbook for CPG marketers that can identify which TV and digital media targets are expected to drive the highest dollar sales based on brand traits and creative effectiveness.
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NCS Launches Industry Research Project to Understand How to Build Brands
Leading brands, media companies and organizations come together in study with unprecedented scope
CINCINNATI–March 22, 2018–NCS, the leading ad targeting and sales attribution provider for the CPG industry, and Nielsen, the global audience measurement leader, have launched a new industry research study aimed at understanding the best strategy for building CPG brands. For the first time, the advertising industry will have a holistic view of the measures that determine how a brand grows across time, and will be able to understand the importance of each piece of the media mix in a brand’s success.
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Will The Ad Industry Move To A Sales Guarantee?
February 01, 2018–Over the past year, media companies and data providers have worked together to offer secondary media guarantees based on a slew of new metrics. If you can measure it, odds are someone is guaranteeing against it. The TV networks have adopted the philosophy of “bring me your data, we’ll guarantee against it.” Advertisers are pushing for more accountability for their spending, and the platforms they work with are rising to the occasion.
Condé Nast Bringing in NCS Data to Optimize Ad Campaigns
December 12, 2017–CPG advertisers running on Condé Nast properties will be able to target, optimize and measure campaigns using purchase data from NCS beginning in Q1 next year.
The publisher wants to marry its expertise in creative development and sponsored content with an attention to attribution and the bottom line. “If you are not connecting those dots, someone else will prove that out,” said Craig Kostelic, chief business officer for the Lifestyle Collection at Condé Nast.
Kellogg Co. Pushes for Agile ROI
NEW YORK—December 01, 2017—The Kellogg Co., the food manufacturer, is tapping more agile ways to determine return on investment (ROI) in order to help it adapt marketing strategies at greater speed.