The advertisers of TV are obsessed with the outcomes which the advertisers cannot measure before they can have a deeper understanding of the audience. Nielsen launched over 200 new sophisticated audience segments on Wednesday in Nielsen ONE, its cross-platform analytics dashboard. The update will focus on enhancing planning and measurement on both the linear and streaming TV.
The segments are of the consumer insights side of Nielsen, Scarborough. This local analytics database assists media sellers and media buyers to compare local, national and streaming TV campaigns. It uses survey data and media measurement tools to generate more detailed audience profiles.
Scarborough Research was started as a joint venture between Nielsen and Arbitron in 1987 and was incorporated in the local insights hub of Nielsen in 2013.However, as time passed, it turned into an important tool in learning the behavior of consumers on large scale. It is now driving a number of Nielsen sophisticated targeting.
Nielsen argues that the new insights will assist advertisers to strategize campaigns that will reach and attract high-value audiences in a much better way. This is particularly relevant to linear TV, where one to one targeting is not very developed. Marketers will be able to enhance strategic decisions in investment by overlaying audience intelligence in the media planning.
Expanding Advanced Audience Segments in Nielsen ONE
Ellie Pryor, Nielsen VP of global audiences and identity, claimed that all media channels had strategic audiences although not addressable. Consequently, the awareness of the interaction of various media buys can maximize the expenditure of the advertisers. Enhanced clarity of the audience eventually helps to enhance business performance.
Planning and measurement of Scarborough audience segments are already present in Nielsen ONE. They are however not yet activated. In the second quarter, Neilson intends to launch about 1,000 segments based in Scarborough to be activated.
Meanwhile these segments will assist the company in offering more targeting to media buyers. This has meant that marketers are in a better position to relate audience exposure to campaign performance. The move represents the wider trend of the industry to be data-driven with regard to accountability.
The segments of Scarborough are based on the annual surveys carried out on over 300,000 adults living in the United States. The questionnaires are used to collect demographic information, purchase behavior, life stage information and consumer preferences. This information powers divisions in the food, travel, retail, automotive and politics industries.
Bridging First-Party Data Gaps With Richer Insights
According to Nielsen, these sophisticated segments are to be used as complementary and not substitutive of first-party data. Although first-party information is important, it usually does not have any contextual or scale. Those gaps can be enriched with insights provided by third parties.
To use an example, one airline might be able to follow the acquisition of tickets with a transaction data. Nevertheless, it might not know much about the motives and the way of life of a traveler. Marketers are able to tailor their messages to individuals by integrating internal data with the Scarborough insights.
High-technology segments are particularly valuable in cases where the brands purchase the local and national inventory. In the case of automotive companies, national campaigns are handled by the companies whereas dealerships handle regional media. Consumer analytics added can be used to determine which of the messages is working best in particular markets.
Equally, a grocery chain that moves into a new city might not have significant first-party information. The scarborough segments can identify health conscious or high grocery shoppers. As a result, brands have an opportunity to work on targeting optimization prior to the creation of their data resources.
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Why Outcomes Drive the Modern TV Ad Strategy
Although there is improvement in targeting, the end goal is the results. Marketers seek growingly evidence that media investment yields quantifiable outcomes. The performance validation is an intermediate step of audience delivery.
According to Pryor, audiences are proxies of outcomes. The reason why brands are concerned with targeting certain groups of people is that they feel that such groups are one of the determinants of their business. Thus, the measurement of the audience is a vital component in campaign evaluation.
Nielsen anticipates the buyer to quantify reach and frequency and more developed categories of the audience. The integrated method assists marketers to determine the most responsive households or demographics. In the long run, this kind of analysis enhances budget allocation.
The fear to rationalize every media dollar is also growing. Such agencies as Horizon Media pay much attention to accountability and performance diagnostics. To that end, it is possible that Nielsen increased ability of targeting more audiences will bring the industry nearer to meaningful, outcome-based TV measurement.
