Nielsen Media has announced the launch of its proprietary data VisualDNA for the Hong Kong market
In partnership with online media company Innity, Nielsen VisualDNA aims to provide marketers with what it describes as a first; audience personality.
This data is the result of a global psychographic personality test taken by over 40 million people. VisualDNA enables Innity to run personality-based marketing campaigns with highly customised messages, potentially enhancing ad resonance and boosting campaign performance.
"In the past few years, Nielsen Media has been focusing on developing Nielsen's proprietary data assets and VisualDNA is a core product launch. VisualDNA is powerful in the sense that it provides marketers with the ability to target based on individual motivations and habits, thereby increasing the accuracy of targeting. This heightened accuracy of targeting is especially valuable to ensure marketing success amid challenging market circumstances," said Clare Lui, VP of media for Nielsen Hong Kong.
Depending on campaign types, marketers can target audiences by demographics, lifestyle, brand preference, personality and shopping personality.
"Since inception, Innity's main objective is to deliver a diverse range of data drivers, interactive and engaging solutions to advertisers. Our exclusive partnership with Nielsen and its VisualDNA product, further strengthen our motto of bringing the right message to the right audience at the right time. VisualDNA helps advertisers to understand consumers' mindset and in return ensure successful marketing initiatives," said, Andrew Lim, managing partner at Innity Hong Kong.