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Nielsen launches media impact and marketing cloud in Hong Kong

Nielsen has expanded its media impact and Nielsen marketing cloud footprint to Hong Kong, with local TV broadcaster TVB being its first client.

TVB has selected Nielsen to enhance its TV advertising capabilities. It will provide TVB with cross-platform consumer analytics around its subscriber base, as well as advanced audience segmentation, modeling and targeting.

Nielsen said it will empower TVB to monetise the full value of its advertising inventory and more effectively acquire new customers for its service. “This relationship further reinforces the fact that Nielsen has a winning combination of data, analytics and advanced marketing technology for companies across industries. Nielsen’s total audience framework will enable TVB to better demonstrate just how valuable its audience is and to stand out in a very competitive cross-media marketing environment,” said Cherry Lau, senior director, media, Nielsen Hong Kong.

As those solutions are part of Nielsen’s total audience framework, which aims to help marketers and media owners plan and activate audiences across platforms. Nielsen said clients will also have access to its DMP, AI-powered segmentation, data-as-a-service (DaaS), as well as integrations with over 150 third-party media and marketing applications.

Nielsen media impact brings consumer media behaviour information across TV, digital and print media data into one planning interface. Marketers, agencies, and media owners are given an understanding of how different media combinations reach audiences, and how much time their audience spends on those media channels.

The marketing cloud service delivers consumer data and analytics Nielsen can provide, in addition to a full-suite of applications including first-party data management, cross-platform media planning, marketing activation and real-time campaign analytics. It will provide insights around key aggregated customer characteristics, including age, gender, demographics, life-stage, shopping behavior and product purchase intent. Marketers can leverage these insights to build audience segments and activate them in real-time across all major media and marketing platforms, including mobile, online, over-the-top TV, video, social media, email and content management systems.

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