Measurement firm Nielsen and audience and location intelligence business Adsquare will enable advertisers to reach “hyper-relevant” consumers under a new deal struck by the two companies.
The firms said the collaboration will combine Adsquare’s granular visit data and Nielsen’s intent and preference insights, and provide marketers with greater knowledge of potential customers. It will also enable brands to create geo-behavioural audience segments.
Using Adsquare technology, brands will be able to reach audiences with a “specific brand affinity or intent for purchase”.
For example, auto brands can bolster their media campaigns by targeting SUV intenders who have visited competing car dealerships, the firms said.
“Advertisers want to rely on sophisticated data and streamline the buying and activation process of such data to reach highly-profiled audiences and optimise their spend effortlessly,” Adsquare Australia and New Zealand sales director, Jason Podgoetsky said. “Making Nielsen´s intelligence available to them will certainly revolutionise their marketing approach.”
Nielsen executive director, commercial growth and product strategy, Jonathan Betts, said it will create a “unique opportunity for marketers”.
It will, he said, allow them combine unique consumer data with location-based targeting capabilities “providing clients with the highest level of consumer intelligence and helping them optimise their advertising investments”.
Adsquare will make Nielsen data actionable through its self-service Audience Management Platform (AMP).