5 September 2011
Provides clarity for advertisers and agencies when comparing
the potential strengths of media campaigns
The rapidly evolving media landscape has been like a double edged sword for advertisers and agencies; on the one hand, presenting more targeted communication options, yet on the other, presenting more complex challenges and uncertainty over return on investment.
The latest quarterly release of Nielsen’s Consumer & Media Insights (CMI) for the first time includes a media engagement insights module, allowing clients to confidently plan targeted media campaigns. The new module provides detailed information around consumer media involvement and usage, the recency of interaction with different media (e.g. in the last 24 hours, week or month); cross-media engagement statements that offer comprehensive insights into the different ways target groups engage with specific media and also the relationship between media and purchase decisions across key categories.
“We believe the inclusion of these new insights into how consumer’s engage with their media incorporated with the plethora of fused audience measurement data available in CMI, is a world first. Developed here in New Zealand, the wealth of information it provides creates unprecedented opportunities for advertisers and agencies to compare the strengths of media options for different campaigns” comments Stuart Jamieson, Managing Director Media of Nielsen in New Zealand.
“The CMI media engagement module offers Media Owners, Advertisers and Agencies the opportunity to look beyond the number of readers, viewers, listeners or users of key media, to understand the different relationships and engagement consumers have with each media.” Jamieson summarised.
For more information on the Nielsen Consumer & Media Insights (CMI) media engagement module, please contact Amanda Wisniewski: email@example.com
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, The Netherlands. For more information, please visit www.nielsen.com.
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