- Launching GeoCMV Explorer
- Geospatial platform
SYDNEY, AUSTRALIA 21 MARCH 2019: Global measurement company Nielsen, has partnered 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, Managing Director, Media & Sports 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.”
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.