This announcement from global measurement company Nielsen about a partnership with geospatial experts RDA Research to launch an integrated solution in the Australian market called GeoCMV Explorer:
GeoCMV Explorer enables advertisers, agencies, publishers and sports bodies to make more accurate marketing decisions using RDA’s sophisticated location-based planning tool and Nielsen’s rich target audience profiles.
GeoCMV offers the ability to create stronger responses to advertising briefs based on rich audience profiles. Geospatial maps are used to light up consumer behaviour, media consumption, intention to purchase, demographic, socioeconomic, attitudinal and segmentation variables.
With the power of 2,400 attitudinal and behavioural variables from Nielsen Consumer & Media View, advertisers can optimise their media buying to specific detailed audiences based on location and proximity to nearby retail outlets and other points of interest, from RDA Research.
Monique Perry, managing director, media & sports, Nielsen said: “Clients can now add a layer of sophistication to their marketing brief responses by heat mapping their target audiences to pinpoint key prospects. In addition, they can identify the best media type by location (outdoor, print, digital, TV) to reach them.”
Robert Dommett, technical director, RDA Research said, “This partnership with Nielsen has created a unique fusion of broad and trusted audience profiling data with powerful, cloud-based geoanalytics – opening up a whole new dimension for media and retail planning. With this unique solution, clients can also import their own data for use in campaign planning and export target audience selections to third-party platforms.”
Monique Perry added, “GeoCMV Explorer is a game-changer for our clients who are keen to address their audiences with a more targeted execution. We are thrilled to work with RDA Research to deliver this level of addressability.”
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Top Photo: Monique Perry