Nielsen has a set of forecasting and posting tools that bridge the planning, activation and measurement of consumers beyond basic demographic details such as age and gender.
Now, a long-time media services client has become its first agency subscriber.
Horizon Media is now subscribing to Nielsen Advanced Audience, which can provide such detailed attributes as whether or not a consumer is a new parent or first-time car buyer.
“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,” Nielsen said on Wednesday morning. “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.”
Michele Donati, who serves as SVP/Managing Director of Horizon Media’s WHERE arm, said, “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.”
Horizon Media SVP of Video Investment Samantha Rose added, “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. 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.”