Nielsen launches advanced audiences in Australia and New Zealand
Advanced targeting solution integrates with major DSPs across Australia and New Zealand.
On September 18, 2024, Nielsen announced the launch of Advanced Audiences, a new digital campaign targeting solution for advertisers and agencies in Australia and New Zealand. This development, occurring six days ago, marks a significant advancement in digital advertising technology for the region.
Nielsen's Advanced Audiences, powered by Nielsen Consumer & Media View (CMV), integrates with prominent demand-side platforms (DSPs) to enhance digital campaign targeting capabilities. The solution aims to provide advertisers with more precise audience targeting options, leveraging Nielsen's extensive consumer insights.
According to Monique Perry, Nielsen Pacific MD, the integration of Advanced Audiences with DSPs connects brands more effectively with their desired audiences. This integration ensures that digital activations are based on real consumer behavior and insights, potentially improving campaign effectiveness.
Jonathan Betts, Nielsen Pacific Executive Director of Commercial Growth and Product Strategy, emphasized that Advanced Audiences addresses the evolving needs of advertisers in a digital-first world. The solution offers more nuanced audience segments, allowing advertisers to reach the right people, in the right place, at the right time.
Advanced Audiences will be accessible for digital campaigns and all digital activations through major DSPs in Australia and New Zealand. Advertisers and agencies can utilize this tool by searching for "Nielsen Advanced Audiences" on participating platforms.
The integration provides an end-to-end solution for marketers. Users can profile their target audiences within CMV and then directly target these segments through affiliated DSPs, streamlining the campaign planning and execution process.
The launch of Advanced Audiences aims to address several challenges faced by the digital advertising industry in Australia and New Zealand:
- Precision Targeting: As digital advertising becomes increasingly competitive, the ability to target specific audience segments with greater accuracy is crucial for campaign success.
- Transparency: Advanced Audiences promises to bring more transparency to digital media planning and effectiveness measurement.
- Accountability: By grounding targeting in Nielsen's consumer data, the solution may provide a more accountable framework for digital advertising spend.
- Efficiency: The integration with DSPs could potentially reduce the time and complexity involved in campaign planning and execution.
Summary of Key Facts
- Nielsen launched Advanced Audiences on September 18, 2024
- The solution integrates with major DSPs in Australia and New Zealand
- Advanced Audiences is powered by Nielsen Consumer & Media View (CMV) data
- The tool aims to provide more precise audience targeting for digital campaigns
- Advertisers can access Advanced Audiences by searching for it on participating DSPs
- The launch addresses industry needs for better targeting, transparency, and accountability in digital advertising
- The solution may impact competition, campaign effectiveness, and data-driven marketing strategies in the region
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