Nielsen launches location targeting platform
Global measurement company Nielsen has announced the launch of a geospatial platform called GeoCMV Explorer.
Nielsen says the platform, in partnership with RDA Research, will allow advertisers, agencies, publishers and sports bodies to make more accurate marketing decisions through access to a location-based planning tool and audience profiles.
Geospatial maps are used to indicate consumer behaviour and intention to purchase, meaning advertisers will be able to target audiences based on their location and proximity to nearby retail outlets.
The platform is in partnership with geospatial experts RDA Research
“Clients can now add a layer of sophistication to their marketing brief responses by heat mapping their target audiences to pinpoint key prospects. In addition, they can identify the best media type by location (outdoor, print, digital, TV) to reach them,” Monique Perry, Nielsen’s managing director of media and sports, said of the platform.
Robert Dommett, technical director at RDA Research, added that clients will be able to import their own data into the platform and share target audience selections to third-party platforms.
“This partnership with Nielsen has created a unique fusion of broad and trusted audience profiling data with powerful, cloud-based geoanalytics, opening up a whole new dimension for media and retail planning,” he said.
The launch of GeoCMV Explorer follows this week’s announcement that Facebook will stop advertisers in key categories targeting people only of a certain race, gender or age group.
In recent years, Nielsen has faced criticism from inside publishing industry walls. In 2018, the Interactive Advertising Bureau (IAB) refused to endorse Nielsen’s video metrics because of concerns with accuracy, and Fairfax withdrew from its digital content ratings (DCR).
This year, Women’s lifestyle publication Mamamia followed suit, and Facebook announced it would not be implementing the new video qualifiers Nielsen is currently building, which will sit within DCR and consider a ‘view’ to be content watched for two or more seconds.
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