Nielsen’s Yogurt Choice: Chobani


One of the nation’s top Greek yogurt brands has selected the Nielsen Data Management Platform (DMP) to power its cross-screen media campaigns across connected TV (CTV), online video and programmatic channels.

New York-based Chobani will now have access to Nielsen’s purchase-based audience data, segmentation and AI-powered optimization capabilities, in addition to the audience measurement and data company’s Multi-Touch Attribution (Nielsen MTA) tool.

Nielsen says this will help Chobani better measure and optimize its media and marketing return on investment.

“As part of this relationship, Chobani will not only be able to optimize their campaigns using Nielsen’s exclusive audience data, but also gain real time connectivity to the digital media ecosystem for reaching these audiences across a wide spectrum of digital media channels,” Nielsen says. “This will enable Chobani to grow its share-of-wallet and introduce new consumers to their delicious and nutritious yogurt.”

Chobani will use Nielsen MTA to measure the ROI contribution of its ad creative, audience segments and digital media channels, while controlling for base sales numbers and the impact of TV advertising, it adds.

“Nielsen’s unique data, DMP technology and ROI measurement capabilities are enabling us to transform our approach to addressable cross-screen digital and video advertising,” said Eddie Revis, Senior Director of Marketing and Media at Chobani. “We now have the ability to reach the right audiences with relevant messages across different platforms to drive incremental retail sales. Most importantly, we can prove what’s working and improve on what’s not to get the most out of our media spend with Nielsen’s ROI-oriented measurement capabilities.”