Don’t think that Snapchat is a legitimate ad threat to your radio or TV station?
Nielsen on Wednesday (7/18) revealed that its premium audience segments will now be available on Snapchat’s ad buying platform.
This integration, says Nielsen, allows both advertisers and agencies to buy inventory on Snapchat using Nielsen-branded audience segments through the Nielsen Marketing Cloud.
It’s another example of how digital media is sucking dollars away from broadcast media.
The offering gives Snapchat clients access to audience data across more than 30,000 segments including Nielsen Buyer Insights and Nielsen Catalina Solutions, 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,” Nielsen says.
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.
“Discovering the audiences that drive engagement and offline sales has never been more critical for marketers, and we’re excited to continue our work with Snapchat across both our premium audience segments and measurement solutions,” said Nielsen SVP/Digital Solutions Jessica Hogue. “This integration with Snapchat will allow partners to plan, activate and analyze marketing initiatives by accessing data underpinned by Nielsen.”
Snapchat’s use of Nielsen Data as a Service (DaaS) audience segments is the latest expansion of Snapchat’s collaboration with Nielsen. Snapchat currently uses Nielsen measurement solutions across Reach, Resonance, and Reaction KPIs. The collaboration between the two companies began in 2014 with Snapchat’s adoption of Nielsen Digital Ad Ratings.